Research on Pathways and Mechanisms for National Sports Brand Cultivation

Against the dual backdrop of the rise of the “national trend” and the deepening implementation of the national fitness strategy, national sports brands have achieved a transformative leap from being “low-cost alternatives” to “value leaders”, sparking a nationwide resurgence in support of national products. This paper takes benchmark national sports brands such as Li-Ning, Anta, and Hongxing Erke as case studies. Employing case study methods and inductive analysis, it systematically explores the core pathways of brand building against the backdrop of the national sports brand revival and deeply analyzes the intrinsic mechanisms of action among these pathways. The study reveals that the brand-building of national sports brands follows a four-dimensional core pathway of “technology as the foundation + cultural empowerment + emotional connection + channel innovation,” with its internal mechanisms adhering to a closed-loop logic of “core value construction-reinforcement of market recognition-sublimation of brand value.” This research enriches the theoretical framework of the national brand revival and provides practical guidance for national sports brands to achieve sustainable development and enhance their international competitiveness.