Xtep hands creative account to Y&R Beijing from DDB Guoan

Y&R Beijing has been appointed AOR for Xtep (特步), the third-biggest Chinese sportswear brand by market share. The scope of the deal is to cover brand and product categories’ strategy and creative development from 2017 to 2019.The creative agency beat out incumbent of five years DDB Guoan Beijing in the pitch.Ding Shui Po, chairman of Xtep, said he's impressed by Y&R's understanding of the sports industry, "they came up with a strong consumer-insight led communication solution that will help our brand to leverage our DNA and offer clear differentiation in the midst of fierce competition."Luis da Rosa, general manager of Y&R Beijing, added, "We look forward to working on the new business because we see Xtep’s huge potential at a time when the government is encouraging the sports industry to bloom exponentially."