Kelme Sports Products Co., Ltd

What Kelme Sports Products Co., Ltd does

Kelme Sports Products Co., Ltd (卡尔美体育用品有限公司) is a Chinese-capital-controlled international sportswear and equipment company headquartered in Jinjiang, Fujian Province. It operates as the global owner of the KELME brand, originating in Elche, Spain in 1960 and acquired by the Chinese entity in two stages — China rights in June 2014 and global rights in December 2018. The company's product portfolio is anchored in football (jerseys, training gear, football shoes, official match balls with FIFA QUALITY PRO certification and proprietary ULTRA SEAM thermal bonding and eight-panel spherical technology) and has expanded into basketball shoes, running shoes, tennis, handball, and casual athletic apparel, including a KELME KIDS sub-brand.

Manufacturing is organized across three industrial parks — Jinjiang Headquarters Football Industrial Park, Henan Huaxian Shoes and Clothing Intelligent Manufacturing Center, and Zhangzhou Taishang District Printing and Dyeing Manufacturing Center — connected by a 5G private-network-enabled digital factory with PDM and Boke CAD integration, producing a stated annual capacity of 1 billion RMB. The company holds 94 valid patents including a biomass polyester-polyamide blended fabric invention, ISO 9001/14001/45001 certifications, National High-Tech Enterprise status, and National Sports Industry Demonstration Unit designation.

Revenue mechanics span B2B government and enterprise bulk procurement (covering 19 provincial/municipal football associations and 25 provinces), direct retail through 400+ offline stores, e-commerce across Tmall, JD, Douyin, WeChat mini-program and Dewu (consistently top-3 in Tmall football category), and international distribution to 15+ countries across Asia, Europe, and Africa with four global logistics centers. Sponsorship rights — most notably the AFC global sponsorship running 2021-2029 with exclusive match-ball supply for the Asian Cup — generate brand-led revenue and visibility. Group buying (团购), branded retail, e-commerce, and international sales form four parallel streams into both institutional and consumer buyers, with reported 2019 retail sales of 1 billion RMB and company-claimed ~80% share of China's football equipment market by 2023.

Name

Kelme Sports Products Co., Ltd

Legal name

卡尔美体育用品有限公司

Website

https://kelmechina.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Kelme Sports Products Co., Ltd is a Chinese-controlled international sportswear company owning the KELME brand, manufacturing football equipment, apparel, and footwear for professional leagues, national teams, government/institutional buyers, and retail consumers across 15+ countries.

Ownership category

akta.pro rank

Product category

Sports Apparel and Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (459110), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140)

akta.pro primary industry

Soccer Equipment Retail (CRAMAEAC)

akta.pro secondary industries

Soccer/Football Footwear & Apparel Retail (CRAMACAC), Team Sports Equipment & Uniforms Retail (CRAMABAE), Team & School Athletic Uniforms Retail (CRAMACAJ), Team Sports Equipment & Apparel Distribution (CRAOAJAA)

Keywords

• Sports apparel manufacturing
• Football equipment
• Athletic footwear
• Team uniforms
• Official match balls

Headquarters

HQ city

Jinjiang

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bulk/Group Purchase (团购): Government and enterprise bulk procurement of sports equipment and uniforms; core business model targeting government agencies, schools, and enterprises for mass purchases; main revenue driver.
2. E-commerce Sales: Online platform sales through Tmall, JD, Douyin, WeChat mini-program store, and Dewu; consistently ranked top 3 in Tmall football category sales.
3. Retail Store Sales: 100+ brand direct stores and 300+ franchise stores nationwide; retail sales of sports apparel, footwear, and equipment to individual consumers.
4. International Business: Global market sales with operations in Asia, Europe, Africa; international distribution through partnerships and direct exports.
5. Sports Event Sponsorship & Services: Equipment sponsorship for professional leagues and national teams; official match ball supply for AFC tournaments; official equipment supplier for China League One/Two and other competitions.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Kelme Sports Products designs, manufactures, and sells sports apparel, footwear, equipment, and official match balls, with football as its core category. Product lines span professional football jerseys and training gear, football shoes (TROFEO SHENGBEI, LUEYING, Master, JIDIAN, XINGYE), basketball shoes, running shoes, casual shoes, FIFA QUALITY PRO-certified match balls, and the children's KELME KIDS sub-brand. The company serves both government/enterprise bulk procurement (团购) and consumer retail through brand stores, franchises, and e-commerce.

Product overview

Kelme Sports Products Co., Ltd (卡尔美) is a comprehensive sports industry company offering a diversified product portfolio centered on football while expanding into basketball, running, tennis, and casual sports apparel. The core offerings include professional football equipment (jerseys, training gear, official match balls), football footwear (TROFEO SHENGBEI, LUEYING, Master, JIDIAN, XINGYE series), basketball shoes, running shoes, and casual shoes under the KELME brand. The company operates through multiple channels: B2B group buying for government and enterprise customers, e-commerce platforms (Tmall, JD, Douyin, Youzan, Dewu), retail stores (100+ direct stores, 300+ franchises), and international sales. The sub-brand KELME KIDS serves the children's sports market. Key products include official AFC match balls (VORTEXAC23, PARADISE, WAVEMAKER) and team uniform customization services. The company also operates sports venues including the HaiSi KELME Tennis Center.

Differentiator

Problem solved

Functional benefit

Products and services

• Football Equipment (Jerseys & Training Gear) Professional football equipment including jerseys, training wear, and accessories for team sports, sold through bulk group purchase channels and retail.
• Football Shoes (TROFEO SHENGBEI, LUEYING, Master, JIDIAN, XINGYE)

Quantifiable outcome

• 10 billion RMB annual retail sales (2019)
• +3 more outcomes

Named customers19 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

26 partnerships are on record, tiered major, core and strategic.

• Dashing Group (大商集团)majorStrategic or Co-development Partner · 19 March 2026Strategic partnership for co-title sponsorship of Northeast Super football league; collaboration in supply chain integration, new retail channel co-building, and product R&D; KELME to establish brand stores in Dashing Group's retail locations
• Indonesia National Football TeammajorStrategic or Co-development Partner · 23 January 2026Official equipment partner for Indonesia national football team 2026-2030; aims to enhance team's competitive performance and brand recognition
• Chinese Football Professional League (中足联)coreStrategic or Co-development Partner · 22 February 2025Partnership to support Chinese professional football league development; KELME to deepen involvement in China League One and Two
• Fujian UnicomstrategicTechnology or Integration · 21 March 20245G+ Smart Factory strategic cooperation; digital transformation partnership leveraging China Unicom's industrial internet capabilities
• Huamengxing Sports (华蒙星体育)majorStrategic or Co-development Partner · 1 November 2023Strategic cooperation for preschool basketball development; aims to promote youth basketball movement and expand KELME's presence in preschool and campus basketball
• Hua Meng Xing Sports (华蒙星体育)majorStrategic or Co-development Partner · 1 November 2023Preschool basketball strategic partnership to expand basketball market and provide professional basketball equipment for children
• Guangzhou Football ClubmajorStrategic or Co-development Partner · 1 November 2023Strategic cooperation starting 2024 season; Guangzhou team to wear KELME jerseys
• Shanghai Municipal Sports BureaumajorStrategic or Co-development Partner · 1 April 2023Strategic cooperation to support Shanghai delegation in National Student (Youth) Games with professional equipment
• Bosnia and Herzegovina Football AssociationmajorStrategic or Co-development Partner · 1 March 2023New partnership from March 2023 to support Bosnia national team in European Cup qualifiers
• Argentina Basketball Federation (CAB)majorStrategic or Co-development Partner · 1 January 2022Three-year strategic partnership; KELME supported Argentina men's basketball team winning 2022 FIBA AmeriCup championship
• AFC (Asian Football Confederation)coreStrategic or Co-development Partner · 1 August 2021KELME as official global sponsor for AFC national team events and club competitions (2021-2029); provides official match balls for Asian Cup tournaments including 2023 Qatar Asian Cup and 2026 Australia Women's Asian Cup; expanded to include AFC Champions League Elite and ACL Two competitions
• China Football Association (中国足球协会)coreStrategic or Co-development Partner · 1 August 2020Official partner for FA Cup, youth tournaments, and professional leagues; provides official equipment for Chinese Youth Football Championship
• Chinese Handball National TeammajorStrategic or Co-development Partner · 1 January 2020Official partner since 2020; four-year commitment supporting team in domestic and international competitions
• China Tennis Tour (CTA)majorStrategic or Co-development Partner · 1 January 2020Official sports apparel partner since 2020; provides equipment for tournament staff, referees, athletes, and volunteers; partnership renewed for additional three years
• 14th National Games of ChinamajorStrategic or Co-development Partner · 1 January 2020Official partner of the 14th National Games; provided equipment support for the event
• Watford Football ClubmajorStrategic or Co-development Partner · 1 January 2020Official kit partner; KELME provides unique jersey and equipment designs for the club
• FIFA University Football World CupmajorStrategic or Co-development Partner · 1 November 2019Title sponsor for 2019 International University Sports Federation Football World Cup; supported 16 men's and 8 women's teams
• Turkish Basketball FederationmajorStrategic or Co-development Partner · 1 March 2019Three-season partnership for Turkish national basketball team; equipment support for 2019 FIBA World Cup and subsequent competitions
• Chinese University Sports AssociationcoreStrategic or Co-development Partner · 1 January 2019Partnership since 2017 for 3x3 basketball league and youth sports programs nationwide; expanded basketball market presence
• Chinese Football Association Futsal Super LeaguecoreStrategic or Co-development Partner · 1 January 2019Official sports equipment partner for Chinese Futsal Super League
• 7th World Military GamesmajorStrategic or Co-development Partner · 1 January 2019Sports clothing partner for the 7th World Military Games in Wuhan; provided equipment for torchbearers, runners, volunteers, staff, and technical officials
• Chinese Football Association甲级联赛coreStrategic or Co-development Partner · 1 January 2019Official equipment supplier and match ball partner for China League One 2019-2022; expanded partnership with 10+ teams
• China Campus Football OfficecoreStrategic or Co-development Partner · 1 January 2018Strategic partnership for campus football development; supported youth football from preschool to university levels
• Royal Spanish Football ClubmajorStrategic or Co-development Partner · 1 January 2018Sponsorship partnership; notable for Wu Lei joining the club in 2019 wearing KELME jersey in La Liga
• La Liga AlavesmajorStrategic or Co-development Partner · 1 January 2017Sponsorship of La Liga club
• Jinjiang Yuanxiang Clothing and Weaving Co., Ltd.coreStrategic or Co-development Partner · 1 June 2014Acquired KELME China brand ownership in 2014; later achieved full control of KELME brand globally in December 2018, making it a Chinese capital-controlled, China-manufactured international sports brand

Scale indicators15 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Puma: Puma is a global sportswear brand with strong football and running product lines, multiple national team and club sponsorships, and global retail. Comparable as a broad incumbent operating in the same product and sponsorship categories as Kelme.
• Adidas: Adidas is a global sportswear leader with deep football heritage (FIFA partnership history, top European clubs) and competes with Kelme across football equipment, apparel, and running. Functions as the primary broad incumbent shaping consumer expectations in the same product categories.
• Nike: Nike is the global leader in athletic footwear and apparel and a dominant football kit supplier through elite club and federation sponsorships. While not specializing in the Chinese football niche, Nike competes broadly with Kelme for the same consumer wallet in running, basketball, and football.

Direct peers

• Anta Sports: Anta is one of China's largest domestic sportswear brands, competing directly with Kelme across footwear, apparel, and sponsorship of football and other sports. Both brands target Chinese consumers with multi-sport product lines and rely heavily on government and institutional partnerships.
• Li-Ning: Li-Ning is another leading Chinese sportswear brand with overlapping product categories (footwear, apparel, equipment) and similar reliance on domestic league sponsorships and government/enterprise procurement. It is the most comparable direct competitor to Kelme in scale and channel structure within China.
• Xtep International: Xtep is a Hong Kong-listed Chinese sportswear brand focused on running and football footwear and apparel, with mass-market retail distribution similar to Kelme's 400+ store network. Comparable as a domestic peer competing for the same institutional and consumer sports customers.
• 361 Degrees: 361 Degrees is a Chinese sportswear brand with broad multi-sport product lines and significant sponsorship of national associations and international events (including Olympic committees). Comparable in scale, channel mix, and target customers to Kelme.
• Peak Sport: Peak is a Chinese sportswear brand with international distribution and sponsorship of basketball and football teams and federations. Comparable to Kelme as a domestically originated sports brand expanding internationally via team sponsorships.

Emerging players

• Erke (Hongxing Erke): Hongxing Erke is a Chinese sportswear brand with similar value-tier positioning in footwear and apparel and overlap in government and institutional customers. A relevant emerging domestic peer that competes with Kelme on price-sensitive segments.
• Decathlon: Decathlon is a global sporting goods retailer with a strong Chinese store presence that competes with Kelme across multi-sport apparel, footwear, and equipment at value price points. Relevant as a channel competitor for entry-level and amateur sports consumers in China.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/5790280594
• LinkedInlinkedin.com/company/kelme-sport-product-co-ltd

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Kelme Sports Products Co., Ltd