Which brand is fitness and sports?

“"Fitness and sports" itself is not a mature independent sports brand in public perception. In most contexts, it is a collective term for fitness-related clothing, equipment, and services.

I have been in the gym for five or six years, and have stepped into eight equipment pits if not ten. I have been asked the exact same question by newbies who have just joined the gym before. This misunderstanding is actually quite normal. Whether it is the section of offline sports collection stores such as Decathlon or the sports category of e-commerce platforms such as Taobao and JD.com, related products such as weightlifting, running, and ball games will be classified under the "Fitness and Sports" category. Many people browse too many category columns and read too many tags on product pages, and subconsciously regard it as a brand name.

In the past two years, a group of bloggers did appear on the short video platform selling goods under the banner of "fitness and sports". The quick-drying clothes and squat pants they sold had these five characters clearly printed on them. At that time, there was a lot of quarrel in the fitness circle. Some newbies think this is a new and cost-effective national trend. You can buy a set for 100 yuan. No matter how dirty or worn it is, you won’t feel bad. It won’t stick to you even if you sweat. It won’t hurt if you throw it away after it’s worn out. ； There are also veterans who have been in the industry for several years and found out that these are basically white-brand products from small factories. Many of them cannot even meet the textile safety category B. They are just taking advantage of the traffic of generic words, packaging and selling unbranded products into new brands, and purely cutting off the leeks of novices.

I was curious and went to the trademark website to check. It is true that three or four small clothing factories in Fujian and Guangdong have registered trademarks with the words "Fitness and Sports", but they have either not been put into production, or they are only sold in a small local area and have not opened up the national market at all. More than 90% of the equipment on the market with these words printed on it are bulk goods without brand authorization.

To put it bluntly, it’s like when you go to a supermarket and ask “Which brand of snack food is it?” the shopping guide will only take you to the snack section and will not find a specific brand for you. If you encounter someone who pats his chest and says that he sells products under the “fitness and sports” brand, you should be more careful. There is a high probability that it is a three-no product that attracts traffic.