Sports
361° Brazil: Chinese Technology and High-Performance Sneakers
Discover how the 361° brand is revolutionizing the Brazilian sports market with innovation and athlete-focused strategy.
Sérgio Baccaro and Camila Pinheiro from 361° Brazil reveal the Chinese brand's journey in the country. Dive into the technology behind the scenes, the challenge of demystifying Chinese products, and the market strategy to offer high performance with accessibility. This is a deep dive into innovation, culture, and the future of sports.
On the Stemma China program, hosts Fábio Bessa and Cado Santos welcomed Sérgio Baccaro, head of 361° Latin America, and Camila Pinheiro, from marketing at 361° Brazil. They delved into the history and behind-the-scenes of the Chinese sports brand, from its beginnings to its current strategy for consolidation in the Brazilian market, highlighting technological evolution and a focus on high performance.
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The Journey of 361° in the Brazilian Market
361° began its journey in 2003, born from a family factory that produced sports footwear for major Western brands. In 2016, the brand gained global notoriety by sponsoring the Rio Olympic Games, outfitting all volunteers. This sponsorship, initially focused on the Chinese consumer to demonstrate the brand's strength, opened doors for 361°'s entry into the West.
Offices were opened in Brazil, the United States, and Europe in 2014, with the challenge of adapting products for the Western consumer. However, barriers such as anti-dumping duties in Brazil, which added US$10.2 per pair of sneakers, made direct imports from China unfeasible, leading to a pause in the Brazilian market at the end of 2019. 361° then focused on distribution across Latin America, growing exponentially during the pandemic by meeting demand that Western brands couldn't. In 2024, the brand returns to Brazil with a new strategy: production in Indonesia, bypassing tariffs and offering high-tech products at competitive and accessible prices.
Innovation and Technology: The Chinese Leap
Sérgio Baccaro and Camila Pinheiro emphasize the Chinese technological revolution in sports. China, once seen as a copyist, is now a hub of innovation, with cutting-edge laboratories. 361°'s development center is a 12- to 15-story complex, featuring basketball courts equipped with sensors, running tracks with different surfaces, and state-of-the-art testing technology. It is considered one of the three best in the world, with a philosophy of “destroying and rebuilding” with each development cycle.
Fierce competition among major Chinese sports brands (such as Anta, Li Ning, Xtep, and 361°) drives a rapid innovation cycle, with new collections and technological advancements every three months. This contrasts with Western brands, which take years to launch new technology. For 361°, the philosophy is to go “360° one degree further,” encouraging people to surpass their own limits, whether they are high-performance athletes or just starting physical activity.
Market Strategy and 361° Culture
Camila Pinheiro's marketing challenge is to demystify the perception of Chinese products, presenting 361° as a brand of technology, heritage, and performance. The initial strategy focused on consolidating its digital presence with a robust e-commerce platform, a showroom, and a sales team for multi-brand retail. The brand invests in niche influencers, running crews (like Toxic Runner), and partnerships with consultancies, seeking a genuine connection with the sports community. Basketball, with athletes like Nikola Jokic, is also a key focus.
361°'s product portfolio extends beyond running shoes, including basketball, mountain gear (with high-tech fabrics), casual wear, and children's items. The brand is known for its wide range of sizing, offering half-sizes to ensure an ideal fit for athletes. Culturally, 361° adopts a long-term vision, typical of Chinese companies, prioritizing healthy and linear growth rather than aggressive expansion. The relationship with the Chinese parent company is one of support and generosity, with the owner, Mr. Jing, encouraging autonomy and continuous improvement among local teams.
Buying 361° in Brazil: Advantages and Precautions
361° Brazil offers significant advantages compared to direct purchases from China via platforms like AliExpress or Shopee. Buying through the official channel in Brazil ensures that tax is paid on the FOB price (import cost), resulting in a more accessible final price for the consumer. Furthermore, 361° Brazil guarantees product originality, exchange policy, and customer support, something non-existent in direct international purchases where the risk of counterfeits and lack of assistance are high.
With plans to expand its physical presence, including opening its own stores in the future (the first in Latin America will be in Asunción, Paraguay), the brand aims to offer consumers the experience of trying on and interacting with the products, feeling the technology and quality that 361° promises to deliver. The message is clear: sneakers are equipment, and investing in a product of dubious origin can pose risks to health and performance. 361° invites athletes to experience Chinese innovation with the security and support of a local subsidiary.
361° is transforming the perception of Chinese products in the Brazilian sports scene, proving that it's possible to combine high technology, design, and fair pricing. The passion for innovation and commitment to athletes position the brand as a force to be reckoned with by runners and sports enthusiasts nationwide.
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