Standup paddleboarding is trending and brands are tapping into it
Stand-up paddleboarding has become the most popular water sport this summer in China. As of July 12 this year, there are over 410,000 posts related to the #stand up paddle# topic on Xiaohongshu.
People enjoy standup paddleboarding, combining it with activities like yoga and frisbee to make it more fun. They can even do it with their pets. Images: Xiaohongshu @小羊的户外日记 @蘑菇张 @银河商店GALAXY STORE @Free Island @空空Akasa
Why is stand-up paddleboarding so appealing to the Chinese?
Low Entry Barrier: Compared to other water sports, paddleboarding is easier to pick up. Beginners can try it out on their own after a simple lesson, choosing to paddle in a seated, kneeling, or standing position.
High Playability and Versatility: Paddleboarding is less competitive and more focused on relaxation and entertainment. Whether alone, with friends, family, or even pets, people can enjoy the fun it brings. It can be a workout when paddling, or a leisurely float when resting, offering great freedom. Its versatility allows it to be combined with activities like yoga, frisbee, meditation, and singing bowl therapy, making it a ‘both I and E’ leisure sport.
A New Way of 'City Walking': Standup paddleboarding can be a way to explore the city, providing a unique perspective of the scenery along urban waterways and creating a closer connection with a city.
Economical: Compared to activities like skiing or surfing, paddleboarding is a more cost-effective vacation option. It's easy to carry and store, and many water areas do not charge entry fees.
With the rise of the ‘water economy,’ many brands and brick-and-mortar businesses have connected with consumers through paddleboarding activities, increasing the sport's exposure and appeal.
Many well-known hotels, such as the Hilton Shanghai Fengxian, have introduced standup paddleboarding activities. Image: Xiaohongshu @上海奉贤前昇希尔顿酒店
Lululemon x 乐划 collab to roll out standup paddle + yoga experience activity. Image: AQUA MARINA 乐划
Blueglass Yoghurt x weekly Sports collab to stage standup paddleboarding experience activity. Image: Weekly Sports 运动社群
The popularity of standup paddleboarding highlights consumers' desire for personalized experiences in water sports, urban micro-vacations, and social activities. Brands can leverage these trends and emerging sports like paddleboarding to connect with consumers in new ways, providing unique outdoor leisure experiences. This approach helps build a brand image that is closely linked with nature, outdoors, health and fitness.
