Sports
Global Sports Brands Target China’s Gen-Z Through University Sponsorships and R&D Partnerships
Key Takeaways
- Adidas China’s university running program has hosted over 10,000 competitions and drawn more than 400,000 participants since 2023
- Chinese college students spent approximately CNY850 billion ($119.2 billion) last year, signaling strong purchasing power
- Major brands including Nike, Anta, Xtep, and Under Armour are sponsoring collegiate athletics across basketball, football, and track events
- Erke has partnered with Shanghai University of Sport’s biomechanics laboratory to integrate sports science into running shoe development
- The trend reflects a broader strategy of building brand loyalty with consumers born between the late 1990s and early 2010s
Campus Athletics Becomes a Competitive Battleground
Sports brands are making significant investments in China’s university sports ecosystem. The strategy centers on building relationships with Gen-Z consumers through direct engagement with campus athletic programs.
Adidas hosted the final of its China University Running Association last weekend in Shanghai, featuring 42 participating universities. The German brand has supported the program since 2023.
“More than 10,000 competitions have been held over the past two-plus years, drawing over 400,000 participants,” said Xiao Jiale, managing director of Adidas China.
Domestic and International Brands Stake Their Positions
The competitive landscape includes both Chinese and foreign sportswear companies. Each has carved out sponsorship territory across different collegiate sports.
Chinese brand Anta Sports serves as a strategic partner of the Chinese University Basketball Association. Xtep International Holdings sponsors university and middle school football events, including the National University Football League.
On the international side, Nike sponsors the Nike University Track and Field Elite Challenge and the NUEC Nike Run 100 Universities program. Under Armour became a strategic partner of the Asian University Basketball League this year.
R&D Partnerships Add Depth to Brand Strategy
Beyond event sponsorship, some brands are forming technical partnerships with academic institutions. Chinese sportswear brand Erke has established a collaboration with the Shanghai University of Sport’s biomechanics laboratory.
The partnership applies sports biomechanics research to product development. Erke’s Infinite and Park series of running shoes incorporate technology developed through this academic collaboration.
The Financial Case for Targeting University Students
The investment in collegiate sports aligns with data on Gen-Z spending power. According to digital data firm iResearch, Chinese college students spent approximately CNY850 billion ($119.2 billion) last year.
The research firm’s report on student consumption behavior found that after meeting basic needs, university students show strong interest in recreational activities. Sports and fitness ranked among their top spending categories, alongside gaming and social entertainment.
“We anticipate that in the near future, more sports brands will increase their investment in youth and campus sports,” Xiao noted.
What This Means for Youth Sports Business
China’s university sports market represents a significant opportunity for brands seeking to establish early relationships with future consumers. The combination of sponsorship visibility and R&D credibility creates multiple touchpoints with young athletes. For youth sports operators watching global trends, this model of integrated campus engagement offers a template worth studying.
VIA: YICAI GLOBAL
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Sports
Samuel, Kosgei Named to Bowerman Preseason Watch List – New Mexico Lobos
Sports
Air Force Track & Field Announces 2026 Coaching Staff
Stoll, who will oversee the Falcons’ sprint, hurdle and relay squads, joins the Academy program following a successful athletic and coaching career at the NCAA DIII level. A three-time All-American and 11-time all-conference athlete at Heidelberg University, Stoll coached six All-Americans and 33 all-conference performers during stops at North Park University (assistant coach, 2023-25) and North Central College (graduate assistant, 2022-23).
In addition to Stoll, Air Force’s 2026 staff will include two Academy graduates and one former assistant coach. 1Lt Michelle Roca, a 2022 USAFA graduate and the program record-holder in the 400-meter hurdles, will assist with the Falcons’ hurdle squad, while serving at nearby Schriever SFB. 1Lt AJ Kedge (Class of 2023) will continue to serve as the program’s recruiting coordinator and assist with the distance squad. Currently stationed at Hanscom AFB, Kedge will be returning to USAFA this spring. Scott Irving, who oversaw the Falcons’ throwing program for 14 years (1999-2013) and was the coach behind Air Force’s two NCAA titles in the javelin, will rejoin the staff to assist the squad’s current lineup of javelin throwers.
The remainder of the Falcons’ track and field staff includes Cole (men’s middle distance, distance), head coach Scott Steffan (jumps, combined events), assistant coach Laura Bowerman (women’s middle distance, distance), and assistant coach Kyle Lillie (rotational throws), while former cross country coach Mark Stanforth will continue to assist with the distance program.
Sports
Former Maryland AD Dick Dull Passes Away
Back in athletics
Dull’s professional fortunes turned around in 1995 when he became athletic director at the University of Nebraska Kearney, a Division II school. In 1998 he took the same position at Moravian College, a Division III school in Bethlehem, Pennsylvania. He returned to Division I sports when he became athletic director at Cal State Northridge in May 1999.
Dull worked at Northridge until 2007, when he moved back east to take the athletic director’s job at Belmont Abbey College, a Division III school near Charlotte, North Carolina. He held the job through the summer of 2008.
Dull never returned to College Park to attend a Maryland basketball game after he resigned as athletic director. But he did see the team play in the NCAA Elite Eight at Stanford University in 2001. Then-Maryland Athletic Director Debbie Yow gave Dull tickets to the game. He said he enjoyed seeing old friends, such as broadcaster Johnny Holliday and former Sports Information Director Jack Zane. “You reach a point where you hold resentment and you hurt yourself,” he explained. “I’m a stronger person now because of it. I look at the horizon, and say ‘It can’t get any worse than that.’ ”
Dull tried to return to Maryland as an athletics administrator in 2008 when he interviewed for the position of executive director of the M Club. Nelligan, the long-time women’s gymnastics coach, served on the search committee. “Everybody loved his presentation,” says Nelligan. “And I thought he would have been a very strong candidate to unite that part of the department. But I also felt that he would always have to answer questions about Lenny. His legacy will always be tied to that.”
Dull was not selected. After giving his presentation, Dull stopped by Nelligan’s office and the two old friends talked for about an hour. Dull wanted to know how Nelligan was doing personally and asked for updates on mutual friends. A short time later, Dull sent a letter to Nelligan, thanking him for a tour of Comcast Center and making sure his buddy was OK with the fact that he didn’t get the job. “He’s had to live with this Bias thing for a long time,” Nelligan says. “He does deserve to live with some closure.”
In late 2009, during a phone conversation I had with Dull, he asked when I would write his book, saying that his story has never been told. In 2010, when I decided to write my book about the legacy of Bias–the first person I called was Dull.
When he said he would cooperate I felt invigorated about the project. He had not talked at length about how the death of Bias had impacted him. I trusted his perspective and wisdom and felt he would talk with intelligent, measured introspection about how the Bias death affected his life, and provide insight into how the athletic department dealt with the tragedy. “It’s about time the real story was told,” he told me.
But after we had several discussions on how to proceed, Dull surprised me with an email in May 2010, saying he would not participate, that he needed to continue to put “this saga behind [me].” I was disappointed, but I understood his decision. I knew from brief discussions I had with Dull during the late 1980s and into the 1990s how difficult the transition was for him after Bias died. Dull and I did have a lengthy, but incomplete discussion about the Bias death in 2003 for my first book about Maryland athletics, Tales from the Maryland Terrapins, and those comments are used in the book and in this story.
In August 2010, Dull accepted a position as a project manager in the athletic department at Hood College in Frederick, Maryland, about 45 minutes from College Park. He helped raise funds for new athletic facilities at the school. The man who hired him, Hood athletic director Gib Romaine, was the defensive coordinator for Ross at Maryland and was later a fundraiser there.
In April 2011, Dull attended a reunion of former Maryland athletic department employees, some of whom had worked with him in the 1980s, at a Ledo Restaurant in College Park. It marked the first time I had seen Dull in about a quarter of a century. Typically, he mingled mostly in the background, quietly chatting with friends. And typically, he offered comfort when I asked him if he was okay with me moving forward with the book. He encouraged me to complete the project. We talked little else about it, preferring to focus instead on positive memories we both shared from our days at Maryland.
Costello also attended that reunion. This week he recalled fond memories of Dull. “I’m a very type “A’ person, but Dick was always very calm,” he said. As an example, Costello told of how the two approached a conflict differently during a track team practice when Costello was head coach. “We had signs all over the track saying it was closed during our practice,” said Costello. “A guy was jogging in lane 1 and I told him the track was closed. He kept going. I’m getting a little pissed. I said, listen buddy, it’s your last lap. Dick walked up to me and said, ‘calm down, it looks like he’s not going to be running much longer.” Soon after the runner left the track.
Dull enjoyed photography, often traveling long distances to attend Formula 1 auto races, documenting the trip with his camera. For a time Dull traveled alone annually to Reykjavik, Iceland. He told me once that the city was his favorite place to visit.
Costello recalled he never once saw Dull wear a pair of jeans. “Even when we went fishing, he’d wear Izod shirts,” he said, with a laugh. Dull worked as a proctor when he lived with other athletes in Ritchie Coliseum. And Costello recalled the time Dull turned him in to coach Kehoe for violating a team rule. “He wasn’t rowdy at all,” said Costello. “And he coached the way he lived. Very technical and smooth.”
The job at Hood College was Dull’s last. Shortly before his wife Sally passed away in 2016, Dull moved back to Charlotte to live near his stepson, Erik, and his family.
Sports
#SVLeague 🇯🇵: ONE TO WATCH FOR WOLFDOGS 🐺 In his first season with Wolfdogs Nagoya 🐺, Aymen Bouguerra 🇹🇳 adds flexibility to the Wolfdogs’ system, with impact at the net and from the back row 💥. One to keep an eye on as they face Tokyo Greatbears 🐻 this weekend. 🗓️ Jan 10 & 11 📺 LIVE on VBTV: https://bit.ly/3Bjc3Ui 🏐 #Volleyball
In his first season with Wolfdogs Nagoya 🐺, Aymen Bouguerra 🇹🇳 adds flexibility to the Wolfdogs’ system, with impact at the net and from the back row 💥. One to keep an eye on as they face Tokyo Greatbears 🐻 this weekend.
🗓️ Jan 10 & 11 | 5AM GMT
📺 LIVE on VBTV: https://bit.ly/3Bjc3Ui
🏐 #Volleyball | Volleyball World
Sports
Four Big 12 Track and Field Athletes Named to The Bowerman Preseason Watch List
BYU’s Jane Hedengren and James Corrigan, Oklahoma State’s Brian Musau and Texas Tech’s Jonathan Seremes were named to The Bowerman preseason watch list by the U.S. Track & Field Cross Country Coaches Association (USTFCCCA), ahead of the start of the indoor track and field season.
BYU’s Hedengren became the first freshman named to the men’s or women’s preseason watch list since LSU’s Mondo Duplantis in 2019. The Provo native debuts on the list after running 14:44.79 in the indoor 5,000m, breaking the women’s indoor collegiate record of 14:52.57 set by Alabama’s Doris Lemngole in 2024. Hedengren is the fourth BYU women to make the list.
Corrigan, a semifinalist last season, returns after winning the NCAA outdoor 3,000m steeplechase title. He also earned 2025 USTFCCCA Mountain Region Men’s Track Athlete of the Year.
Musau, a semifinalist from last year, returns to The Bowerman Watch list after winning the NCAA indoor 3,000m and 5,000m titles and the NCAA outdoor 5,000m title. He was also named the 2025 Outdoor USTFCCCA Midwest Region Athlete of the Year.
Texas Tech’s Seremes debuts on The Bowerman Watch list after winning the NCAA indoor triple jump title. He capped his season by representing France at the World Athletics Championships. Seremes becomes the eighth Red Raider man named to the list.
TCU’s Indya Mayberry received votes on the women’s side.
Sports
Six Gators Featured on MLV Rosters for the 2026 Season
Carli Snyder and Rhamat Alhassan, both of whom appeared in Florida’s 2017 national championship match, reunite on the Grand Rapids Rise. Former Gator teammates Anna Dixon and Elli McKissock join the Atlanta Vibe, while Marlie Monserez, who led the Vibe’s offense for the past two seasons, signed with the San Diego Mojo for the 2026 season. After making her professional debut with Indy Ignite last season, Isabel Martin will join the Dallas Pulse in its inaugural campaign.
Dixon, McKissock and the Atlanta Vibe host both of their opening-weekend matches, welcoming the Columbus Fury on Thursday before facing Snyder and Alhassan on Sunday, Jan. 10. Snyder and Alhassan will first return to their college state for the Rise’s 2026 debut against the Orlando Valkyries on Friday, Jan. 9.
Monserez makes her Mojo debut on Thursday in Omaha against the Supernovas before returning to her home state on Sunday, Jan. 11 to face the Orlando Valkyries.
Martin faces her former team on Saturday, Jan. 10 in the Pulse’s first-ever match.
MLV’s 2026 schedule can be found here.
Major League Volleyball, entering its third season, is the longest-running formal professional volleyball league for women in the United States. Designed to elevate the sport through world class competition, commercial innovation, and cultural relevance, MLV brings together elite athletes, visionary leadership and global ambition. With alignment to USA Volleyball and a commitment to Olympic development, MLV serves as the premier pathway from professional play to the world stage. For more information, visit ProVolleyball.com.
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