Published on October 31st, 2024
Location: China
SPORTFIVE Leads Integrated Marketing Campaign for the Opening of SUBWAY's Chengdu Flagship Store
SUBWAY's first flagship store in Southwest China recently opened with great fanfare at Chengdu Yanlord Landmark, introducing a fresh dining experience to local consumers. At the grand opening, SUBWAY's brand ambassador and world table tennis champion Xu Xin took on the role of a "sandwich artist," engaging with fans while introducing the exclusive "Sweet and Spicy Double Nunchucks" submarine sandwich, specially crafted for Chengdu.
In July, SPORTFIVE played a key role in appointing Xu Xin as SUBWAY's brand ambassador. For this flagship store launch, SPORTFIVE once again managed a wide range of activities, including event planning and execution, social media promotion, guest invitations, material design, venue setup, and on-site security. The campaign centered around the theme "One Bite Fresh, All Tastes Come Together," and built anticipation with suspenseful teaser posters, official media announcements, and the buzzworthy topic of "SUBWAY Flagship Store Opens in Chengdu." Leading up to the event, food and lifestyle influencers (KOLs) were invited to visit the store and share their experiences on social media, creating momentum for the grand opening.
On the opening day, the event continued to gain visibility through live streaming and short-form videos, drawing significant attention across social platforms. A highlight of the event was Xu Xin's unveiling of SUBWAY's new product by breaking a balloon on stage with a table tennis ball. After the ribbon-cutting ceremony, he engaged with lucky fans in a playful competition and handed out surprise gifts, creating an energetic and engaging atmosphere that resonated with consumers and reinforced brand loyalty.
We look forward to further strengthening our partnership with SUBWAY and bringing fresh, made-to-order submarine sandwiches to more consumers across China.
Jerry Wang, managing director of SPORTFIVE Greater China
Unlike the submarine-themed flagship store opened in Shanghai last year, the Chengdu store embraces a more localized concept, "Fresh and Fancy," reflecting Chengdu's laid-back lifestyle and vibrant food culture. The store's design, inspired by travel suitcases, conveys a sense of "slow living, ease, and comfort," perfectly aligned with the desires of modern urban dwellers. Additionally, SUBWAY developed the limited-edition "Sweet and Spicy Nunchucks" sandwich, tailored to local tastes, allowing customers to enjoy the distinctive flavors of Chengdu. The Chengdu flagship store serves as both a dining and relaxation space, offering a refreshing escape within the bustling upscale business district.
Jerry Wang, managing director of SPORTFIVE Greater China, commented: "We are proud to have supported SUBWAY in the successful launch of its Chengdu flagship store. As consumer trends evolve and market competition intensifies, the FMCG industry faces both exciting opportunities and significant challenges. SUBWAY has consistently adapted by renewing its brand image to meet the growing demand for fresh, healthy, and personalized products among younger consumers. Xu Xin's dynamic, versatile persona as a world table tennis champion perfectly aligns with SUBWAY's brand ethos. We look forward to further strengthening our partnership with SUBWAY and bringing fresh, made-to-order submarine sandwiches to more consumers across China."
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
