Prada has revealed a partnership with the Chinese Women’s National Football Team, in an effort to support talented young athletes and explore the world of sport.
, now ranked 14th in the world, will take on Denmark in its first group-level match on July 22.
Prada’s partnership with the team will continue after the World Cup to include “various important summer fixtures,” such as the Asian Games 2023, which will be held in Hangzhou in September, and the Paris 2024 Olympics.Women’s Football Team has forged a global reputation and is a source of inspiration for young female athletes, focusing public and institutional attention on a democratic and inclusive sport,” Prada said in the announcement.
The collaboration with the team is Prada’s latest initiative to foster strong links with the world of sport, promote a healthy brand image and diversify away from its reliance on celebrity endorsements, aPrada tapped Chinese basketball player Shuyu Yang as its latest brand ambassador. With more than 3 million followers on Weibo, Yang appeared in a series of photos and a short film wearing pieces from the brand’s latest men’s collection.
Last January, the brand tapped Chinese table tennis player and Olympic champion Ma Long as brand ambassador, then followed up with[who is also a columnist for WWD] and featured shotput athlete Gong Lijiao, marathon runner Li Zhixuan, water polo player Xiong Dunhan and Yang Shuyu.
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