China Dongxiang Launches New National Brand Marketing Campaign

To define new brand values "We Are One" for Kappa

Jan 07, 2010, 07:59 ET from China Dongxiang (Group) Co., Ltd.

HONG KONG, Jan. 7 /PRNewswire-Asia/ -- China Dongxiang (Group) Co., Ltd. ("China Dongxiang" or "the Company"; stock code: 3818, together with its subsidiaries the "Group"), the leading international sportswear brand enterprise in the PRC, kicked off the largest ever nationwide marketing campaign in its corporate history for promoting the newly announced Kappa brand slogan - "We Are One".

(Photo: http://www.prnasia.com/sa/2010/01/07/20100107925855.html )

"We Are One" captures in one phase the essence and concept behind the brand positioning of Kappa - a complete integration of sport and fashion. It symbolizes the ambitious and innovative spirit of Kappa which always strives to break new ground. "We Are One" also stands for the breakthrough of boundaries between hostility, black or white, dark or light as well as the norm of distinguishing winners and losers in a game. The passion that Kappa carries will make it a true sportswear brand which integrates elements of sport and fashion and help bring Kappa brand to achieve new highs.

Following the official Launch Party in November 2009, the core brand value "We Are One" will be continuously advocated on a national scale in the coming year through an integrated marketing campaign. Highlights from the campaign include 10 famous artists created their own masterpieces as illustrations of Kappa Brand and "We Are One". All of these artworks were displayed in prime areas in Beijing city centre. The fully-integrated campaign also includes a combination of large scale print and outdoor advertisements across the country.

Mr. Chen Yi Hong, Chairman of China Dongxiang, said, "We Are One advocates what Kappa has always been focusing - connecting sports with fashionable, sensuous and graceful elements. 'We Are One' is inspirational which explicitly illustrates Kappa's approach to embrace consumers, business partners, staff and the world into its business. We will continue to deploy relentless efforts to promote the new slogan and the large scale brand campaign to make it a successful one."

    We Are One - Manifesto

    Our ambition to innovate will never be restrained.
    Our desire to be original will never be compromised.

    WE SHALL
    break boundaries while we beat the opposition.
    see beyond the accepted to find the exceptional.
    prove that sport and fashion can perfectly coexist.
    show that sport lives far beyond winning and losing.

    WE SHALL NEVER
    suppress the potential of style within sport.
    stop pushing for athletic wear to be fashion wear.
    confine sport to the court or style to the display window.

WE ARE ONE

because we believe in the power of the fusion of culture, the mixing and matching anytime and anywhere.

WE ARE ONE

because we believe the new wave of sport and fashion, seamlessly blended, is about to take China by storm.

KAPPA. WE ARE ONE.

About China Dongxiang (Group) Co., Ltd.

China Dongxiang (Group) Co., Ltd. is a leading international sportswear brand enterprise based in China and was successfully listed on the Stock Exchange of Hong Kong Limited on 10 Oct, 2007. The Group is primarily engaged in the design, development, marketing and wholesale of branded sportswear in China. Currently, China Dongxiang owns all rights to the internationally recognized Kappa Brand in China, Macau and Japan. Its products convey an active, fashionable and youthful image and are warmly welcomed by China's fast growing and high potential consumers. The Group finished its acquisition of a Japan sportswear enterprise Phenix on 30 April 2008. The international brand "Phenix" has the greatest market share in the skiing and outdoor sportswear market in Japan.

    For further information, please contact:

     Porda International (Finance) PR Group
     Ms. Harriet Lau
     Tel:   +852-3150-6761 / +852-9199-2965
     Email: harriet.lau@pordafinance.com.hk

     Ms. Sharis Siu
     Tel:   +852-3150-6771 / +852-9316-8576
     Email: sharis.siu@pordafinance.com.hk

     Ms. Millicent Tu
     Tel:   +852-3150-6737 / +852-9162-1244
     Email: millicent.tu@pordafinance.com.hk

     Ms. Christine Fong
     Tel :  +852-3150-6755 / +852-6077-8113
     Email: christine.fong@pordafinance.com.hk

SOURCE China Dongxiang (Group) Co., Ltd.



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