Qiaodan Sports

What Qiaodan Sports does

Qiaodan Sports (中乔体育) is a Chinese athletic footwear, apparel, and accessories manufacturer founded in 2000 in Jinjiang, Fujian, and headquartered in Xiamen, Fujian. The company designs, develops, manufactures, and markets sportswear under three brands: the flagship QIAODAN, the QIAODAN KIDS children's line launched in 2015, and UMBRO, for which it holds the Greater China operating rights acquired in 2020. Its technical platform is anchored in the proprietary Q-KUNGFU midsole technology and a set of in-house fabric innovations (including "Ice Silk" cooling, "Warm-Tech" thermal, and "Anti-UV" treatments), with the Feiying PB 2.0 racing shoe — selling 220,000+ pairs annually — serving as a proof point for performance-segment capability.

Qiaodan sells primarily through a scaled offline distribution network of approximately 6,000 retail accounts across all 31 provinces and autonomous regions of mainland China, complemented by owned overseas stores in 8 countries. The go-to-market model is sponsorship-driven, anchored by long-term endorsement relationships with Chinese athletes across figure skating, basketball, and track and field, and a strategic partnership with the International University Sports Federation (FISU) running through 2025. Brand and cultural positioning is reinforced through IP collaborations (notably Shaanxi History Museum co-branded apparel) and designer partnerships (Tim Coppens, LIZ.P).

Revenue is generated through wholesale shipments to retail accounts, direct retail through owned stores, and the growing UMBRO franchise; pricing spans mid-tier mass market. The company has not disclosed audited revenue but signaled an ambitious growth agenda with its 2019 "10 billion" strategy and continues to expand its multi-brand portfolio. Recognition includes designations as a Top 500 Private Enterprise in China (2012) and Top 100 Private Enterprise in Fujian (2022).

Name

Qiaodan Sports

Legal name

Qiaodan Sports

Website

https://en.qiaodan.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Qiaodan Sports (中乔体育) is a Chinese athletic footwear, apparel, and accessories manufacturer founded in 2000, headquartered in Xiamen, Fujian. It markets the QIAODAN, QIAODAN KIDS, and UMBRO (Greater China) brands through ~6,000 retail accounts across China and overseas stores in 8 countries.

Ownership category

akta.pro rank

Product category

Athletic Footwear and Sportswear

NAICS

Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Athletic Footwear & Sport Apparel Retail (CRAMABAC), Activewear & Sportswear (Children) (CRAAAHAJ), Youth & Kids Athletic Footwear & Apparel Retail (CRAMACAL)

Keywords

• Athletic footwear
• Sportswear apparel
• Running shoes
• Basketball sneakers
• Children's sportswear

Headquarters

HQ city

Xiamen

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Athletic footwear, apparel and accessories sales: QIAODAN SPORTS designs, develops, manufactures, markets and sells athletic footwear, apparel and accessories through retail accounts in China and overseas stores. Products are sold under QIAODAN, QIAODAN KIDS and UMBRO brands.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Qiaodan Sports designs, develops, manufactures, markets and sells athletic footwear, apparel and accessories under three brands — QIAODAN (core), QIAODAN KIDS (children) and UMBRO (Greater China). The product range covers five sport categories: running (Feiying Collection), basketball (Fengci, Windblade, Moli, Zhanji collections), training, outdoor and lifestyle. The company distributes through approximately 6,000 retail accounts in China and owned stores in eight overseas countries.

Product overview

QIAODAN SPORTS is a leading Chinese sportswear company founded in 2000, engaged in design, development, manufacturing, marketing and sales of athletic footwear, apparel and accessories. The company operates multiple brands including QIAODAN (core athletic brand), QIAODAN KIDS (children's sportswear launched 2015), and UMBRO (acquired in Greater China in 2020). Product portfolio spans five main categories: Running (Feiying Collection with Q-KUNGFU technology), Basketball (with four sub-collections: Fengci, Windblade, Moli, and Zhanji targeting different player types), Training, Outdoor Sports, and Lifestyle. The company also develops proprietary clothing technologies including Q-Lotus PRO (water-repellent), Q-WIZARD DRY (heat-absorbing), Q-BACTERIA PRO (anti-bacterial), and Cool Comfort technology. Products are sold through approximately 6,000 retail accounts across 31 provinces in China, plus overseas stores in 8 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Fengci Collection: Basketball product family for Speed Type players
• Windblade Collection
• Moli Collection
• Zhanji Collection
• Feiying Collection
• Feiying PB 2.0

Products and services

• QIAODAN brand athletic footwear, apparel and accessories Main QIAODAN brand line of athletic footwear, apparel and accessories covering running, basketball, training, outdoor and lifestyle categories for sports enthusiasts and recreational athletes.
• QIAODAN KIDS children's sportswear Children's sportswear sub-brand offering age-appropriate athletic footwear, apparel and accessories for young athletes and school sports.
• UMBRO Greater China sportswear line International UMBRO sportswear brand sold under Qiaodan's Greater China license through flagship stores and channel partners, targeting football/soccer and lifestyle consumers in the region.
• Feiying Collection running shoes Running shoe collection built on Q-KUNGFU midsole technology, designed to help runners reach personal bests; includes the Feiying PB 2.0 flagship model.
• Basketball footwear collection (Fengci, Windblade, Moli, Zhanji) Basketball footwear line split into four sub-collections targeted at different playing styles: Fengci (Speed Type), Windblade (Skill Type), Moli (Court Combat Type), and Zhanji (All-Around Type).
• Training, outdoor sports and lifestyle apparel and footwear Athletic footwear, apparel and accessories covering general training, outdoor sports and lifestyle/casual wear categories under the QIAODAN brand.

Quantifiable outcome

• Feiying PB 2.0 achieved annual sales volume of over 220,000 pairs
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

15 partnerships are on record, tiered core, major, flagship and minor.

• International University Sports Federation (FISU)coreStrategic or Co-development PartnerQIAODAN SPORTS has been the Official Partner and Equipment Sponsor of the International University Sports Federation from 2016-2025. This partnership supports university sports events globally including the 31st World University Summer Games in Chengdu.
• China University Sports AssociationcoreStrategic or Co-development PartnerOfficial Partner and Equipment Sponsor from 2009-2023, supporting university sports activities and events throughout China.
• Mongolian Olympic CommitteemajorStrategic or Co-development PartnerOfficial Partner from 2012-2014, providing sportswear and equipment for Olympic activities.
• Russian University Sports UnionmajorStrategic or Co-development PartnerOfficial Partner and Equipment Sponsor from 2009-2019, supporting university sports in Russia.
• Shaanxi History MuseumflagshipStrategic or Co-development PartnerMultiple collaborations including 'Tang Dynasty Fashion' and 'Qin Dynasty Fashion' collections, drawing inspiration from ancient Chinese cultural heritage dating back 3000 years.
• Run With The Wind (Anime)minorGTM or Marketing PartnerCollaboration to release crossover products featuring anime elements including special-sized fabrics, route map insoles, and iconic color schemes.
• Crayon Shin-chanminorGTM or Marketing PartnerReleased collaborative collection featuring the beloved anime character Crayon Shin-chan.
• LIZ.P (Designer)flagshipStrategic or Co-development PartnerJoined hands with renowned designer LIZ.P to introduce the QIAODAN SPORTS x Liz collaborative collection.
• Tim Coppens (Designer)flagshipStrategic or Co-development PartnerPartnered with acclaimed designer Tim Coppens to debut cutting-edge TechWear collection at China International Fashion Week, featuring innovative apparel and 3D running shoes.
• Shijiazhuang MarathonmajorGTM or Marketing PartnerOfficial Strategic Partner from 2022-2024.
• Chengdu Shuangliu MarathonmajorGTM or Marketing PartnerOfficial Strategic Partner from 2020-2023.
• Yinchuan MarathonmajorGTM or Marketing PartnerOfficial Strategic Partner from 2016-2023.
• Lanzhou MarathonflagshipGTM or Marketing PartnerTop Partner from 2011-2024, representing one of the longest-standing marathon partnerships.
• Harbin MarathonmajorGTM or Marketing PartnerOfficial Strategic Partner from 2016-2019.
• UMBROflagshipOEM/ Whitelabel/ Licensing PartnerAcquired umbro brand ownership in Greater China in 2020. First brand flagship store of Umbro in Greater China region officially opened for business.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 361 Degrees: Major Chinese sportswear brand with comparable product categories (running, basketball, kids) and broad retail distribution across China. Targets similar value-conscious sports consumers.
• Anta Sports: China's largest domestic sportswear company, offering athletic footwear, apparel, and accessories across basketball, running, training, and kids categories. Competes head-to-head with Qiaodan in mass-market Chinese sportswear and is substantially larger in scale and brand power.
• Peak Sport: Chinese sportswear company with strong basketball heritage and international presence, including NBA sponsor deals. Directly comparable in basketball shoe positioning and tier-2/3 city distribution.
• Xtep International: Hong Kong-listed Chinese sportswear company with similar mass-market positioning and distribution-heavy model. Competes directly in running and lifestyle categories across China's tier 2-4 cities.
• Li-Ning: Major Chinese sportswear brand with strong basketball and running heritage, serving similar consumer segments. Has significantly expanded its running shoe technology line, directly competing with Qiaodan's Feiying collection.

Broad incumbents

• Puma: Global sportswear brand with growing China presence in running and lifestyle categories. Competes at the premium-mass layer overlapping with Qiaodan's mid-tier positioning.
• Skechers: American footwear brand with one of the largest China retail footprints among international brands. Competes primarily in the comfort and lifestyle walking/running categories that overlap with Qiaodan's lifestyle and running lines.
• Adidas: Global sportswear incumbent with substantial China operations. Competes in running, training, and lifestyle categories with premium positioning that limits direct overlap but influences category dynamics.
• Umbro (Global): Global football/soccer brand whose Greater China operations are owned by Qiaodan Sports. Comparable in terms of football/soccer apparel and footwear category, though the global brand is owned by Iconix Brand Group.
• Nike: Global sportswear leader with strong presence in China. Directly competes in running, basketball, and lifestyle categories; Nike's alleged claims over the 'Qiaodan' name create both a competitive and IP overlap with Qiaodan Sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/qiaodanofficial
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/qiaodan-sports
• Instagraminstagram.com/qiaodanofficial

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Qiaodan Sports