In this year's Olympics, China's athletes are winning gold on social media for their fashion choices. KraneShares Cultural Analyst Xiabing Su dives into the social media frenzy surrounding the domestic and international luxury brands being sported by China's Olympians.

People in China and worldwide were joking that top medalists like swimmer Qin Haiyang turned the Olympics into a Balenciaga runway show. However, he was actually wearing Anta, a Chinese domestic sportswear brand. Unfortunately, his long red puff jacket is exclusive to the Olympic team and not for sale, but it still had consumers in a frenzy trying to buy similar clothes. This made Anta the biggest winner before the competitions even began.

This was not the first time a dramatic fashion statement was made during the Olympics. In the 2022 Beijing Winter Olympics, Anta wisely sponsored a young freestyle skier named Elieen Gu. She quickly became a worldwide sensation for the dragon-patterned outfit she wore. The jacket instantly became popular among consumers, with sales exceeding 6 billion yuan. Anta continues to be the champion of China's sporting goods industry.

Top athletes in China are becoming stars, and with that star power comes influence, which is helping to drive demand for brands and luxury items alike. The trend seems to be here to stay, and Xiabing will help us explore it in this week's video.