As the global spotlight shines on winter sports this season, Chinese brands are making their mark on the international stage.

Xiamen Bier Fiber Products Co Ltd specializes in ski poles, with their products being used by athletes in every Winter Olympics since 2010. The company also debuted its lightweight ski poles at the Milano-Cortina 2026 Winter Olympic Games in Italy. "Our pole only weighs 48 grams, the lightest in the world," said Zhang Xionghui, general manager of Xiamen Bier.

As the company transitions from carbon fiber golf club coatings to high-performance ski gear, its global presence has expanded to include top brands.

Exporting primarily to Nordic and Alpine regions, Xiamen Bier saw a 20-30 percent increase year-on-year in export sales in 2025, fueled by growing demand for lightweight, durable ski poles. Thanks to the 2026 Winter Games, the company is expected to deliver 80,000 ski poles to the European market by March.

The company is investing at least 5 percent of its annual revenue into research and development, with plans to phase out imported materials and transition to high-quality domestic alternatives by 2027.

In addition, Xiamen Better Sporting Goods Co Ltd in Fujian province, a company established in 2006, is seeing strong demand for its ice hockey equipment.

The company, which manufactures helmets and gloves branded with the NHL logo, has seen significant growth in exports, with North America accounting for half of its export revenue. Better Sporting had forecast a 12-15 percent year-on-year increase in its export sales by the end of 2025.

Meanwhile, Chinese sportswear major Anta Sports Products Ltd is set to provide specialized gear for 10 Chinese national teams competing across various winter disciplines, including short track speed skating, figure skating, curling, snowboarding and freestyle skiing. This marks another milestone in China's growing presence in the global snow and ice equipment market.

Anta has invested heavily in the R&D of its products, integrating innovative technologies to enhance athlete performance. For instance, the brand's new gear for the Chinese national short track speed skating team features a cutting-edge, self-developed anti-cut material, which meets the highest international safety standards, said the company. The gear also boasts lightweight, breathable properties, improving both protection and performance.

"The advancements in protective and anti-drag technology allow us to focus more on technique, making us more competitive in training and competition," said Wu Dajing, Olympic champion and world record holder in the men's 500-meter short track speed skating.

Moreover, Anta's newly upgraded skeleton racing shoes, which set a track record at the Beijing 2022 Winter Olympics, feature lightweight, specialized alloy studs for enhanced grip and carbon fiber insoles to maximize propulsion.

The shoe's design is customized using athlete data to reduce wind resistance and optimize overall performance, according to Anta. These innovations illustrate how Chinese brands are merging advanced technology with real-world application to support athletes on the world stage.

On the fashion side, sportswear maker Li Ning Co continues to make its mark internationally, blending sports performance with style.

In January, Li Ning unveiled its 2026 fall/winter collection during the Milano Fashion Week.

As the official partner of the Chinese Olympic Committee, Li Ning will provide the Chinese sports delegation with their podium and competition outfits for numerous different events taking place between 2025 and the end of 2028, including the Los Angeles 2028 Summer Olympics.

Professor Zheng Zhiqiang from Jimei University told Fujian Daily that the surge in ice and snow gear exports can be attributed to both short-term gains from the 2026 Winter Games and the long-term advantages of China's unique supply chain.

"China's competitive edge lies in its ability to rapidly respond to market demand, deliver products on time and offer a diverse and cost-effective product line," he said. "This gives Chinese manufacturers a clear advantage in the global snow sports market."