On July 9, Chinese sportswear brand Peak and the Belgium Olympic Committee announced an official partnership between the two parties at a press conference in Brussels. 

Peak becomes an official partner of the Belgium Olympic Committee. Although the terms of the partnership have not been disclosed, it is expected to be at least for two years from now as the Belgian national teams are reported to be going to wear Peak uniforms at  medal ceremonies at the 2020 Tokyo Olympic Games. No specific collaboration content has been disclosed either. 

This is not the first time that Peak has sponsored a National Olympic Committee or sports governing body in Europe. They have previously sponsored the Brazil, Slovenia and Cyprus Olympic Committees and the German and Serbian Basketball Associations among others. 

The President of Peak, Xu Jingnan, says that the signing of the partnership is another breakthrough in Peak’s internationalization brand strategy. 

The Vice President of the Belgium Olympic Committee Jean-Pierre Delchef also expressed their delight about the partnership and their confidence in Peak’s role in helping Team Belgium. 

Reference: Xinhua 

Proofread by Raymond Fitzpatrick