People mingling outside Xtep’s flagship store in Changsha, China. Photo: Weibo
People mingling outside Xtep’s flagship store in Changsha, China. Photo: Weibo

Chinese Nike rival Xtep leverages social media, live-streaming to set record sales, downplays popular digital tokens

  • Xtep is banking in the influence of social media and live-streaming to help drive the next record in annual sales under its 2021-2025 growth plan
  • The owner of K-Swiss, Merrell and Saucony brands reported its best interim results since its Hong Kong listing in June 2008

People mingling outside Xtep’s flagship store in Changsha, China. Photo: Weibo
People mingling outside Xtep’s flagship store in Changsha, China. Photo: Weibo
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