FIS Chinese Social Media Activation Unlocked

With the success of the Beijing 2022 Olympic Winter Games and the emergence of Chinese stars such as Gu Ailing, Su Yiming and Xu Mengtao, the Chinese have become more enthusiastic about skiing and snowboarding than ever. China’s new snow sports stars helped ignite a genuine “ice and snow” craze, but the groundwork had been laid by government initiatives and massive infrastructure development years before.

The opening of the FIS China Liaison Office around a year ago was a testament to FIS’ efforts to enhancing access to snow sports in China. The office serves as headquarters, supporting China’s initiative to encourage 300 million people to participate in winter sports.

''I am impressed by how China has made the development of snow sports a priority. A country with the ambition to bring 300 million people to our sports is an amazing opportunity for our sport.''
said FIS President Johan Eliasch

Against this backdrop of one of the most important global markets with a great potential for growth, FIS is ready to take the next step and to promote recreational and professional snow sports in China.

As part of its new digital strategy and in collaboration with the FIS China Liaison Office, FIS partnered with the marketing agency “two ten eight” in order to navigate successfully through China’s ramified digital channels with the clear mission to build a solid digital footprint in mainland China. This will include a relevant Chinese social media presence with official FIS channels on Weibo, RED and Douyin all incorporated in a comprehensive digital marketing plan. Furthermore, localized websites or gamified offerings will be launched at a later stage.

A soft launch of FIS Chinese social media already started 10 days before the start of the World Cup season 2022/2023. This weekend the Freestyle and Snowboard Big Air World Cup in Chur (SUI) as well as the Audi FIS Alpine World Cup Opening in Sölden (AUT) are set for action. Meanwhile in China, the FIS accounts have more than150,000 views and 1,000+ engagements. Learning more about snow sports and getting in to it day by day.