On July 9th, 3PM local time, the Belgian Olympic committee held a press conference in Brussels to announce their strategic partnership with Chinese sports brand, Peak. Later this year in October during the Argentinian youth Olympic Games, the Belgium delegation will be equipped with gear specially designed and produced by Peak on the Olympic podium, as well as during the Minsk European games next year and the Tokyo Olympic Games in 2 years.
“Signing the Belgian Olympic committee is another breakthrough for Peak in implementing its international strategy. With the rise of China’s economy, Chinese brands are increasingly being recognized and supported by international institutions and organizations.” said Peak chairman Jingnan Xu at the signing ceremony.
Safer, the vice President of the Belgian Olympic committee, praised their new partner as well, stating: “We have known for a long time that Peak is the standard for Chinese sports brands and that they have a strong influence on China. We believe that our full cooperation with Peak will have an immeasurable role in promoting sports in Belgium and we have a reason to believe that with the Peak’s dynamic support, Belgian players will be more motivated to compete and climb to their PEAK.”
Being the heart of the European Union, Belgium shows great competitiveness in football, cycling, athletics, hockey and other sports with a group of athletes filled with limitless potential. At the Rio Olympic Games, Belgium gained 6 medals including two golds, two silvers and two bronzes.
In fact, Peak has already had a long history in cooperating with Europe, which can be dated back to the 2005 European basketball all-star game officially sponsored by Peak. Nowadays, Peak has strong relationships with Germany and Serbia’s national basketball associations, as well as the Slovenia national Olympic committe. Peak is also a global partner for European basketball stars Tony Parker and Teodosic.
“Europe has become one of the Peak’s most important overseas markets, and signing the Belgian Olympic committee will be helpful for raising Peak’s recognition and influence in Belgium and in the entire Europe. Peak and the Belgian Olympic committee will begin to cooperate closely to improve its performance in the international markets.” Said Peak deputy general manager Bingrui Wu.