BOGNER LOOKS EAST: With Beijing in the running to host the 2022 Olympic Winter Games, Bogner appears to be getting in on China’s growing interest in winter sports by partnering with the Chinese Ski Association. For the first time this winter, Bogner will be supplying outfits for the Chinese National Ski Team.
The commitment to the Chinese national skiing team is in line with Bogner’s increased focus on China. The opening of a shop at Harvey Nichols in Hong Kong was only the first step, according to a company spokeswoman. This new tie to Asia could potentially be a plus to investors, since the privately-owned company said in August that it is for sale.
“The new racing suit design is a perfect combination of the history of ‘old China’ and the modern lifestyle of sports and skiing,” said Willy Bogner, owner and chief executive officer of Willy Bogner GmbH & Co KgaA. “We want our cooperation to be a positive signal in terms of Peking’s application for the Winter Games 2022 as well as to help support the development of skiing in China….We hope that the Chinese National Ski Team can benefit from our experience and become one ofthe best in the world, along with the ski resorts that will emerge soon all over China.”
The ergonomically-designed racing suits will be custom made for the demands of downhill skiing, Super G, giant slalom and slalom. Besides the other Bogner collections, the official outfits will be available for fans of the Chinese national skiing team at specialized retailers.
Bogner boardmember Oliver Pabst unveiled the collection in Beijing at the “Ski & Style” trade show Saturday.