GOAT has announced its official launch in China, the world’s second-largest sneaker market. To kick-start its debut, GOAT will be hosting a three-day event in China, showcasing the rarest and most exclusive sneakers.
Along with the launch, a localized GOAT app has been incorporated with a WeChat Mini Program created to cater to local users. Co-founder and CEO of GOAT Group Eddy Lu said:
“The sneaker community has grown tremendously in China, especially with the rise of basketball and hip hop culture. So it’s no surprise the demand for sneakers has grown as well. We know that there is a huge need to ensure authentic sneakers in the global sneaker industry, and we believe China is the perfect market to begin our global expansion.”
While the company has opened a facility in Hong Kong, its Shanghai team will oversee operations for the expansion in China and the greater Asia Pacific region in order to give its Chinese consumers an authentic experience with the brand. “We know China is a unique market and if we use the same strategy as the US, we’ll likely fail,” said Lu. “We are building this product with a local team in order to provide the Chinese consumer with a better, more personalized experience.”