Kappa Company Profile Kappa is the Chinese name of the Kappa brand, also known as back-to-back.

Back to Back Kappa was not called Kappa at first. Its predecessor was a small company called M.C.T. The company's full name is "societa anonima calzificio torinese". It was established in Turin (turin) in northwestern Italy in 1916. It mainly produces socks and underwear. The company's original trademark was "aquila", which later became the current "kappa".

In this way, M.C.T. has been working quietly, but the results are not outstanding. It was not until the late 1960s that an important turning point enabled it to achieve unprecedented performance improvements. At that time, young casual wear culture was booming, and the concept of gender integration of clothing began to sprout. M.C.T. identified the market and launched two new brands, "robe di kappa" and "jesus jeans". These two brands, whose main products are trendy casual clothes and jeans, combined with innovative and bold promotional methods, quickly achieved unprecedented success. In the late 1970s, M.C.T.'s strategy of repositioning the brand proved to be a smart move. "Kappa Sport" (soon to be shortened to Kappa) also became a popular brand among the young market.

With the success of casual wear, back-to-back Kappa began to return its focus to the sporting goods market. The confident back-to-back Kappa began sponsoring professional athletes and teams in the late 1970s. It first sponsored the Italian top team Juventus, and soon extended its sponsorship to AC Milan, Sandorlia, Roma and Ajax of the Netherlands. These teams have all won important championships. All the way to the 1980s, back-to-back kappa even sponsored the U.S. track and field team with outstanding performance in the "Super Class", providing the most advanced technical support to the team members. You may remember the classic tight-fitting sprint attire of the U.S. track and field team in the 1988 Seoul Olympics. That was from Back to back Kappa’s work.

Attack on the Football Field

In the 1990s, Kappa's back-to-back trademarks often appeared on the pitch. Many famous football clubs were supporters of Kappa's back-to-back. Those include Juventus and Barcelona, ??while the national teams include South Africa and Jamaica. In 1997, kappa signed a three-year contract with the organizers of the UEFA Champions League and became the designated sportswear sponsor of this football event. Now kappa has a stronger lineup.

In 1993, Kappa was acquired back-to-back by a consortium called Basic Properties, and received full financial support from the fashion brand Benetton, which made Kappa stronger and has become the largest privately owned sports product group in Europe. . On February 9, 1999, kappa reached a higher level and won the favor of the Italian national football team, the world's top team, to become its sponsor. The players were all superstars, which greatly increased the fame of back-to-back kappa. What is even more remarkable is that Kappa has become the only brand that can put its own number on the Italian national team jersey.

In 2000, back-to-back kappa innovatively launched tight-fitting elastic jerseys for the sponsored teams to wear. First of all, the Italian national team wears this jersey, which makes each team member more impressive and powerful. In the last European Nations Cup, this jersey became very popular and everyone rushed to buy it. In the same year, the Italian Roma football team also became a back-to-back Kappa sponsoring team. In the Italian Serie A that ended in June this year, the Roma team achieved unprecedented success. With the full sponsorship of kappa, outstanding players such as Toddy, Batistuta, Hidetoshi Nakata, and Mondina performed beyond first-class performance and were simply impeccable.

Nowadays, back-to-back kappa teams are all over the world. Brazil's Romario's Vasco, Spain's Denisen's Bedis, and Netherlands' Ono Chuji's Fijano are also wearing back-to-back kappa jerseys, and there are countless others. .

Beijing Dongxiang Sports Development Co., Ltd. was established on April 18, 2002. It is the exclusive agency of the famous Italian sports brand KAPPA in mainland China and Macau.

The company was jointly invested and established by Shanghai Li Ning Sports Goods Co., Ltd. and Beijing Jialifeng Sports Development Co., Ltd. It mainly sells back-to-back KAPPA brand clothing, shoes and sports equipment. In the early 1970s, a profound social and cultural change took place in Italy, which can be called an era of resistance and rebellion. During this change, clothing also adapted to the new lifestyle: formal clothing was no longer popular, and casual clothing became popular. Back-to-back Kappa is the product of this change. In the early 1980s, ROBE DI KAPPA proactively developed the sportswear market, and Kappa Sport (now Kappa) was born. A man and a woman sitting back to back formed the back-to-back Kappa brand logo with a strong romantic sentiment. .

In the early 1970s, a profound social and cultural change took place in Italy, which can be called an era of resistance and rebellion. During this change, clothing has also adapted to the new lifestyle. Kappa (back to back) is the product of this change.

At the beginning of the brand, Kappa began to provide sponsorship to various sports teams. According to statistics, from 1998 to 2002, Kappa*** sponsored about 220 teams and individuals in 27 countries. The sports involved include 16 sports including football, skiing, cricket, beach volleyball, and hockey. With the support of strong sponsorship activities, Kappa signed a contract to sponsor the Italian Juventus Football Club in 1981, and subsequently successfully sponsored the U.S. national track and field team participating in the 1984 Los Angeles Olympic Games. In the sponsorship activities, the use of innovative fabrics, unforgettable designs and products representing the brand language and brand image provided by the Kappa brand played a key role, allowing the Kappa brand to rapidly increase its visibility.

In addition, while Kappa is sponsoring, it is also actively entering the entertainment industry. Kappa has very extensive contacts with the entertainment industry, from music to television, from cinemas to regular celebrations, and has carried out a large number of targeted promotion activities for different entertainment industries. Kappa strives to lead and create popular trends through film, television, radio, magazines, Internet and other communication media.

The Kappa brand's correct brand positioning in line with market rules has enabled Kappa's business content to enjoy rapid growth around the world. The unforgettable slogan "He who loves me follows me" has continuously improved Kappa's brand image. Since the Kappa brand entered the Chinese market in 2002, its "sports, fashion, sexy, tasteful" brand positioning and complementary marketing activities have also made the Kappa brand increasingly favored by the fashion crowd.

In the early 1970s, a profound social and cultural change took place in Italy, which can be called an era of resistance and rebellion. During this change, clothing has also adapted to the new lifestyle, and Kappa is the product of this change.

BasicNet, the brand owner of Kappa, has developed different styles... which makes the Kappa brand continue to appear in the media; it also includes sponsorship of well-known pop singers and rock bands, giving it an friendly appearance. Expressing and advocating the influence of youth culture is the magic weapon for Kappa brand to win.

The Kappa brand's correct brand positioning in line with market rules has enabled Kappa's business content to enjoy rapid growth around the world. Currently, Kappa has entered more than 60 countries and regions in Europe, Asia, America, Oceania and Africa through franchising and direct distribution.