According to our latest publication: Sina Weibo for Fashion and Luxury Industry, almost 20% of international Activewear brands are present on the platform. This percentage is highest one in comparison with all the other segments of fashion and luxury industry which they don't go up of 14%. Moreover, some sport brands have more than one account, each dedicated to individual sub-brands/lines, on Sina Weibo.
Such is the example of Nike with four different accounts:
- Main Weibo account, Just Do It: weibo.com/nikejustdoit
- NikeBasketball: weibo.com/nikebasketball
- NikeRunning: weibo.com/nikerunning
- NikeTrainingClub: weibo.com/NikeTrainingClub
Each of this accounts are created to serve exclusive groups inside of the sports world. Using this strategy, Nike open its posibilities to reach more costumers and give them personalized attention.