Dear readers

The world attention is switched to Rio2016 Olympic Summer Games in August in spite of a bit chilly climate in wintertime over there. The enthusiasm for the various competitive matches is more zealous， heating up waves of applause and acclamation for the wonderful performances by the adorable athletes from the Olympic family on global basis. Apart from the “gladiators” gallantry on the playing field， there comes another contest， or combat if I can put it this way， in the modern Colosseum where brands， garment brands in particular， are fighting to get superiority of the moment over their competitors in a nicely-knit loop of plan and action that are applauded by the industrial insiders or textile players.

Yes， Olympic Games is always an arena not only for physical contest showing muscles， but also for an intellectual test of competence exerting a sustainable impact on both material and spiritual strength. It is a battle on tactical terms， and also a campaign in the context of global strategy which is running at full throttles on Rio2016 track& fields and in any of the indoor and outdoor sports activities. An home-born brand tends to support its home team representing the country where the brand company comes and the brand gets more value if the country team wearing the brand logo is more exposed to the public. That can happen when the country team wins a game with a gauntlet of flashing cameras in a splendid media exposure in the process of the competition and at the awards ceremonial. With the fade-ins and close-ups， the public can see the gold medal and the companys brand logo， both in the world cynosure for a win-win effect.

Nike is luckier and superior to its brand competitors because U.S. national team is a cut above all， in the sense that it wins many games that laureate Nikes logo with more global attention fueled by frequent media flashes. Like its outstanding sports players， China also stands out in its brand campaign with some of its home-grown sportswear brand companies to support the national team， and the strategy really makes a dent when Chinese players in some category-specific games overtake the rivals to be the gold medalists. Chinese sportswear brand “LI-NING” is one of the brand games players， with the brand symbolized in the first letter of the family name “L” in the logo image bearing a minor similarity to Nikes tick handwriting style as many shop-goers are supposed to imagine. Li Ning was the world star in gymnastics， with a lovable nickname as “Prince of Gymnastics” in Chinese， and he was winner of over 100 gold medals， 14 world champions， bagging 6 out of 7 gold medals in the Sixth World Cup Mens Gymnastics in 1982， shocking the world with three gold medals in mens floor exercise，pommel horse and flying rings， two sliver and one bronze medals in the rest of contests at the 23rd Los Angeles Olympics Games in 1984. After retirement， he started to run his own sportswear company in 1988， continuing to be a hero in the textile and garment mythology， a champion in a new arena of the global competition， even though his company is not seated in the first row of the Hall of Fame when the business revenues are rated in comparison with the world big shots in sportswear kingdom， and not in the first top spot in China when corporate profits are taken into account. But people have affection for hero， believing Chinese brands are strong enough to challenge the world rivals in the Olympic textile games. That could be one of the overwhelming interests at this moment when we see any sport match is brought into spotlights.