Beijing, January 9, 2026 — At ISPO, the global trendsetting platform for outdoor and sports industries, PELLIOT, China's premier high-performance outdoor lifestyle brand, hosted a press conference under the theme "From the 'Rooftop of the World' to the 'Global Arena'." The event unveiled the brand's latest advancements in international sports organization collaborations and its strategic layout within the global event system. This announcement signifies PELLIOT's progressive realization of building end-to-end core product and service capabilities—from supporting "premium outdoor resources" and deeply engaging in "global sporting events" to making its offerings accessible to the general public across diverse scenarios. With this momentum, PELLIOT is set to become the first-ever Chinese outdoor brand to appear on the stage of the Winter Olympics.

At the press conference, representatives from several international sports organizations, along with Chinese Winter Olympic champions and winter sports athletes, attended and delivered speeches. Centered around the upcoming major sports year of 2026, they jointly outlined a new vision for Chinese outdoor brands within the global winter sports landscape and the broader international event framework.

Hou Kun, member of the IOC Culture and Olympic Heritage Commission, stated: "From Beijing to Milan, the handover of the Winter Olympics is not merely a transfer of hosting rights, but a continuation and reinvention of the Olympic legacy. What can we pass on? First, the sense of responsibility that comes with hosting the Games. Second, the spiritual power demonstrated by the athletes. And third, the stories of Chinese brands. More and more Chinese brands are evolving from 'Made in China' to 'Created in China.' Represented by PELLIOT, Chinese outdoor brands have become an integral part of China's contribution to global sports."

Five Core Announcements: Systematically Crafting a New Paradigm for Outdoor Sports Marketing

Against the backdrop of deepening integration within the global sports industry, PELLIOT continues to expand its international sports partnerships through professional product excellence and cultural expression. The brand is steadily building a multi-dimensional marketing ecosystem that spans competitive events, national representation systems, sports culture, and public engagement.

Deep Engagement in International Winter Sports – Partnering with Two Major International Winter Sports Federations

PELLIOT has become an Official Partner of the International Skating Union (ISU), providing professional equipment support for event officials, judges, and technical teams operating within the high-standards, high-intensity framework of international ice sports competitions. Simultaneously, as an Official Partner and exclusive apparel supplier for the International Ski Mountaineering Federation (ISMF), PELLIOT is deeply involved in this winter sport that blends athletic competition with extreme challenges, continuously validating the brand's gear capabilities in professional winter sports and high-altitude environments.

ISU Chief Commercial and Marketing Officer Li Jiao remarked: "At the core of our brand DNA, the three letters ISU stand for Inspiring, Supportive, and Unstoppable. This fundamental philosophy resonates deeply with the brand vision steadfastly upheld by our partner, PELLIOT."

ISMF Market and Communications Director Jordi stated that ISMF has established a deep collaboration with PELLIOT, with both parties highly aligned in promoting the global development of ski mountaineering, nurturing young athletes, and supporting the Milano Cortina 2026 Winter Olympics. This partnership is about more than just equipment support—it's about the long-term future of the entire ski mountaineering community.

Serving Multiple National Olympic Committees (NOCs) – Building a National Delegation Partnership Network

On the international sports exchange front, PELLIOT has established official partnerships with the National Olympic Committees of four countries: Kyrgyzstan, Bolivia, Uruguay, and Ecuador. The brand will provide designated equipment support for their national delegations during 2026 international competitions and major sports events. PELLIOT gear will accompany these delegations onto the global stage of sports exchange, serving as a significant example of a Chinese outdoor brand serving national-level sports systems.

Partnering with International Sports Cultural Institutions – Expanding the Boundaries of Sports Media and Social Initiatives

PELLIOT has become a global partner of the International Federation of Cinema and Television Sports (FICTS), headquartered in Milan, Italy, and will deeply engage in international sports cultural projects throughout the 2026–2028 cycle. The collaboration spans sports media, cultural exchange, and youth sports education, aiming to spread the spirit of sport to a broader audience. FICTS is an international sports film and media organization recognized by the International Olympic Committee, operating in over 130 countries and wielding extensive influence in the realm of sports culture.

Franco Ascani, President of the International Federation of Cinema and Television Sports (FICTS)

Collaborating with Tsinghua University's Olympic Art Research Center to Launch an International Olympic Art Exhibition**

PELLIOT will join forces with the Academy of Arts & Design at Tsinghua University and the Tsinghua University Olympic Art Research Center to present the "Milano Cortina 2026" themed exhibition. Taking international sports spirit and urban culture as its entry point, the exhibition will showcase a dialogue between Beijing and Milan—two international sports cities—through the lens of design, art, and visual language, exploring the diverse expressions of sportsmanship within the context of contemporary design.

The "TEAM PELLIOT" Ambassador Program: Building a Multi-Dimensional Sports Communication Network

PELLIOT has simultaneously launched the TEAM PELLIOT International Ambassador Program, bringing together representatives from diverse fields including competitive sports, outdoor exploration, academic research, and public communication. The lineup includes Chinese Olympic champion Ren Ziwei, short track speed skater Liu Guanyi, mountaineer He Jing—China's first woman to summit all 14 eight-thousanders without supplemental oxygen—wild ice skater Michaela Scalisi, young actress Xuan Lu, and distinguished academic representatives.

From left to right: Zhao Le, Vice President of the PELLIOT Group;Su Zhipeng, Deputy Director of the Tsinghua University Olympic Art Research Center Liu Guanyi, Chinese short track speed skater; Ren Ziwei, Chinese Olympic champion; Liu Zhen, Chairman of the PELLIOT Group; He Jing, Chinese mountaineer; Xuan Lu, Chinese actress; Hou Kun, Member of the IOC Culture and Olympic Heritage Commission.

Through sustained collaboration with international sports organizations, service to National Olympic Committees, and active participation in sports culture initiatives, PELLIOT—as a Chinese brand—is carving out its place in the global sports industry. Balancing technical excellence with cultural resonance, it's forging a new kind of international narrative for Chinese outdoor brands, telling China's sports stories to the world.

From the Top of the World to the Global Stage: PELLIOT Builds a Deeper Moat

Over the past year, PELLIOT has backed multiple Chinese mountaineers in their successful summits of the world's highest peaks, while also building the largest "7+2" trekking community in China—a journey that spans the highest mountains on seven continents and both poles. Now, building on that foundation, the brand is extending its expertise into something even more demanding: the world of elite international competition.

But PELLIOT is doing it differently. Instead of chasing medals or headlines, the brand has chosen a quieter, more grounded role—that of a trusted service provider working behind the scenes. From outfitting officials and technical teams to supporting Olympic cultural exchange, PELLIOT is embedding itself into the daily rhythm of major sporting events. It's not about the spotlight. It's about showing up, every day, at the highest level.

PELLIOT Seven Summits Collection Limited Edition Jacket

As Zhao Le, Vice President of the PELLIOT Group, put it: "Our focus goes beyond the athletes on the podium. We also care deeply about the referees, officials, and volunteers working behind the scenes—and every single spectator, too. By delivering high-performance, high-value products and services, we want more people to experience the power of professional outdoor technology, and become not just observers, but active participants in Olympic culture, carrying its spirit forward in their own way."

Zhao Le, Vice President of the PELLIOT Group

From supporting extreme mountaineering to establishing a systematic presence within the broader sports ecosystem, PELLIOT builds its foundation on professional expertise while extending its reach through cultural collaboration—bringing high-performance products into an ever-widening range of athletic and lifestyle settings. Moving forward, the brand will continue to deepen its international sports and cultural partnerships, sharing the professional excellence and cultural resonance of Chinese outdoor brands with the world, and injecting fresh energy into the global outdoor industry.

About PELLIOT

PELLIOT is a high-performance outdoor lifestyle brand rooted in China, driven by the philosophy of "Embracing Nature." Focused on trekking, mountaineering, trail running, and winter sports, the brand is dedicated to equipping outdoor enthusiasts with high-performance gear that allows them to fully experience and appreciate the beauty of the natural world. For those who value freedom and embrace an active spirit, PELLIOT offers a new way to experience the outdoors—on their own terms.