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'We Are One' - China Dongxiang future looks bright
Jan '10
China Dongxiang (Group) Co., Ltd. the leading international sportswear brand enterprise in the PRC, kicked off the largest ever nationwide marketing campaign in its corporate history for promoting the newly announced Kappa brand slogan - "We Are One".

"We Are One" captures in one phase the essence and concept behind the brand positioning of Kappa - a complete integration of sport and fashion. It symbolizes the ambitious and innovative spirit of Kappa which always strives to break new ground. "We Are One" also stands for the breakthrough of boundaries between hostility, black or white, dark or light as well as the norm of distinguishing winners and losers in a game. The passion that Kappa carries will make it a true sportswear brand which integrates elements of sport and fashion and help bring Kappa brand to achieve new highs.

Following the official Launch Party in November 2009, the core brand value "We Are One" will be continuously advocated on a national scale in the coming year through an integrated marketing campaign. Highlights from the campaign include 10 famous artists created their own masterpieces as illustrations of Kappa Brand and "We Are One". All of these artworks were displayed in prime areas in Beijing city centre. The fully-integrated campaign also includes a combination of large scale print and outdoor advertisements across the country.

Mr. Chen Yi Hong, Chairman of China Dongxiang, said, "We Are One advocates what Kappa has always been focusing - connecting sports with fashionable, sensuous and graceful elements. 'We Are One' is inspirational which explicitly illustrates Kappa's approach to embrace consumers, business partners, staff and the world into its business. We will continue to deploy relentless efforts to promote the new slogan and the large scale brand campaign to make it a successful one."

China Dongxiang (Group) Co Ltd

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