Auhona Roy Chowdhury, Pune
Prada has declared itself the official partner of the Chinese Women’s National Football Team. The collaboration was unveiled as the team is preparing to participate in the FIFA Women’s World Cup in Australia starting on July 20. The Italian luxury brand will supply clothing for the team’s 23 players and representatives for various occasions such as travel and formal events.
The announcement has garnered an overwhelming reaction from local netizens. On the social media platform Weibo, the hashtag “This time, Prada made the right choice” topped the Hot Search List with more than 470 million views.
Known as the “Steel Roses,” the football team holds a significant standing in China, especially after winning the Asian Cup in 2022. Prada expressed in a statement that the team has achieved a worldwide reputation and serves as an inspiration for young female athletes.
The partnership with the Chinese Women’s National Football Team not only reinforces Prada’s ties with the sports industry in China but also serves as a strategic move for the brand to navigate through a recent celebrity PR crisis. Just a month ago, Prada’s global brand ambassador, Cai Xukun, was allegedly involved in a sex scandal.
In May this year, Prada announced the appointment of Yang Shuyu, a prominent basketball player, as its newest brand ambassador. Additionally, in 2022, the luxury house collaborated with Ma Long, an Olympic athlete and table tennis player, further aligning itself with the sporting community.