迪桑特「自在主场」主题活动

迪桑特「自在主场」主题活动

2026年09月20日

上海 静安嘉里中心

项目传播

项目现场

源自1935年的高端专业运动品牌DESCENTE迪桑特，以滑雪运动为品牌基因，长期秉持“让所有人享受运动乐趣”的品牌理念，深耕专业运动功能美学与都市轻奢运动场景。本次落地上海静安嘉里中心的「自在主场」年度主题活动，同步揭幕全新城市概念店，是品牌立足百年运动积淀、深化都市运动社群运营、完成专业运动场景生活化落地的重要战略企划，标志着品牌从单一运动服饰零售，向“场景体验+社群聚合+运动文化传播”的综合运动生活方式平台全面升级，具备品牌专业基因焕新、都市运动场景扩容与年轻社群深耕的多重历史与市场意义。

本次全新城市概念店以「明日世界」为核心设计内核，空间造型与场景制作深度萃取冰雪运动的动态轨迹与力量美学，整体视觉简约利落、质感高级，兼顾专业运动氛围与都市轻奢调性。门店采用双层分层叙事布局，一层BLANC纯净空间聚焦户外机能场景，完整呈现ALLTERRAIN全地形户外系列；二层系统化陈列都市DUALIS系列、高尔夫系列及男女全品类成衣装备，通过空间分区实现户外、都市、专项运动多场景产品矩阵的清晰演绎，让空间本身成为品牌全品类运动美学的展示载体。

活动期额外打造D:MODE「自在较量场」城市综训沉浸式体验区，针对性设置滑雪机、跑步机、划船机、负重农夫行走四大专业体能挑战项目，将专业运动训练场景平移至城市商圈，打破运动场景的场地局限。本次活动明星与冠军阵容重磅，品牌代言人陈伟霆、品牌挚友杨千嬅携手蹦床世界冠军何雯娜、游泳世界冠军孙佳俊亲临现场担任队长，带领城市运动爱好者组队完成体能挑战赛，以公众人物影响力赋能专业运动文化普及，强化活动话题热度与专业公信力。

从传播营销维度来看，项目创新性打通门店零售与沉浸式运动体验，以专业运动装置、明星冠军阵容、大众可参与的挑战赛机制，构建高互动、高传播、高粘性的线下内容场域。既通过真实运动体验传递品牌“自在，较高下”的核心主张，聚合都市运动社群，又依托明星流量、专业赛事场景与高阶门店质感，激发社交平台UGC打卡与圈层传播，实现品牌专业形象加固、社群用户沉淀、新品系列曝光与运动文化破圈传播的完整营销闭环。

Founded in 1935, DESCENTE is a premium professional sports brand rooted in skiing aesthetics and athletic craftsmanship, adhering to the core philosophy of bringing the joy of sports to all people. The brand has long been committed to integrating professional sports functionality with urban minimalist luxury lifestyle. The “Home of Freedom” themed campaign and the opening of the new urban concept store at Shanghai Jing’an Kerry Center mark a key strategic upgrade for DESCENTE. It transforms the brand’s traditional apparel retail model into an integrated sports lifestyle ecosystem combining immersive experience, community aggregation and sports culture communication, carrying far-reaching significance in brand heritage renewal, urban scene expansion and youth community cultivation.

Designed with the core concept of “Tomorrowland”, the new store’s spatial styling and scene production draw inspiration from the dynamic trajectory and power aesthetics of ice and snow sports. Adopting a neat, minimalist and high-end texture, the space balances professional athletic atmosphere with urban luxury temperament. The double-layer layout presents a progressive product narrative: the first-floor BLANC space displays the ALLTERRAIN outdoor series with functional and rugged outdoor aesthetics, while the second floor fully presents urban DUALIS daily wear, golf collections and complete men’s and women’s apparel equipment, covering diverse sports scenarios from outdoor exploration to urban commuting.

During the event, the customized D:MODE “Freedom Challenge” urban training zone is equipped with four professional fitness challenges, including ski simulators, treadmills, rowing machines and farmer’s walk equipment, bringing standardized professional sports training scenarios into the urban business district. The campaign assembles an influential guest lineup, with brand spokesperson William Chan, brand friend Miriam Yeung, trampoline world champion He Wenna and swimming world champion Sun Jiajun serving as team captains to lead urban sports enthusiasts in group challenges. In terms of marketing and communication, the project innovatively integrates offline retail space with immersive sports experience.

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