(Yicai) Nov. 26 -- Chinese and foreign sports brands in China have started competing for Generation Z by launching multiple equipment research and development projects with universities to form a deep bond with campus sports activities, which they also sponsor, mainly due to the growing spending power of those born between the late 1990s and early 2010s.

German sports giant Adidas hosted the final of the Adidas China University Running Association last weekend on the Xuhui Binjiang Track in Shanghai, with 42 universities participating.

"We have been supporting this event since 2023," noted Xiao Jiale, managing director of Adidas China. "More than 10,000 competitions have been held over the past two-plus years, drawing over 400,000 participants."

Many other domestic and international sports brands are "entering" campuses through similar means.

China's Anta Sports is a strategic partner of the Chinese University Basketball Association and Xtep International Holdings sponsors university and middle school football events such as the National University Football League. US' Nike sponsors the Nike University Track and Field Elite Challenge and the NUEC Nike Run 100 Universities, while Under Armour became a strategic partner of the Asian University Basketball League this year.

In addition, Chinese sportswear brand Erke has formed an in-depth cooperation with the Shanghai University of Sport's biomechanics laboratory, applying sports biomechanics tech to its Infinite and Park series of running shoes.

"We anticipate that in the near future, more sports brands will increase their investment in youth and campus sports," Xiao pointed out.

Chinese college students spent around CNY850 billion (USD119.2 billion) last year, with a significant growth potential, according to a report on their consumption behavior by digital data media firm iResearch.

After meeting basic needs, university students are showing strong interest in recreational activities, including sports and fitness, gaming, escape rooms, and scripted murder games, a Chinese genre of live action role-playing murder mystery game, analysts from iResearch pointed out. Tapping into their consumption needs will help brands' innovative marketing campaigns, they added.

Editors: Tang Shihua, Martin Kadiev