After the co - branding with LOEWE, Hello Bike has launched a cross - border collaboration with NBA China | The Latest News
36Kr learned that NBA China and Hello Inc. recently jointly announced that they have reached a long-term strategic partnership. As the "Official Marketing Partner of NBA China", Hello will break the boundaries between basketball and cycling, bringing exclusive co-branded activities and benefits to users.
The NBA is the most popular international professional sports league in China, with over 425 million followers on social media platforms. It is understood that this cooperation will focus on brand alliance, scenario co-creation, and user experience upgrading. In terms of brand alliance, Hello will launch NBA team-themed customized shared bicycles. Regarding scenario integration, Hello will carry out NBA-themed campus activities in universities across the country, integrating cycling and basketball elements to let more young people feel the fun of sports. In addition, Hello will also create an online NBA section to provide users with more opportunities to participate in NBA activities.
"This is an important step for Hello on the path of brand globalization and youthfulness, and it is also a deep integration and innovative practice of low-carbon travel and sports culture," said Li Kaizhu, the Executive President of Hello, when talking about this cooperation. "This cooperation is not simply about putting the logos side by side, but a spiritual resonance between the two brands. The NBA advocates vitality and perseverance, which highly resonates with the spirit of Hello's users who strive forward in their ordinary lives." Li Jianwei, the Senior Vice President of NBA China, also said, "Basketball and cycling, seemingly different sports, both carry the genes of vitality, passion, and a healthy lifestyle."
The cooperation between Hello and the NBA
This is not the first time that Hello has engaged in cross - border activities.
Earlier, in February this year, Hello officially announced a cross - border cooperation with the luxury brand LOEWE. It launched a limited - edition golden customized bicycle for a limited time and initiated the "Golden Cycling Journey" challenge. Users who cycled a cumulative distance of 3 kilometers could get a limited - edition medal. During the specified period, they had the chance to receive the "LOEWE Golden Cycling Journey Limited Pictorial" and a free coffee with the medal. The linkage between luxury goods and daily travel not only created a strong sense of contrast but also triggered hot discussions on social platforms with the easily accessible "immersive luxury experience".
The "Bicycle Search Notice" for the cooperation between Hello and LOEWE in February this year
Behind the cooperation with luxury brands and sports IPs lies Hello's "new ambition" - to transform from a functional lifestyle platform into a brand that can provide emotional value and brand propositions to users. Founded in September 2016, the company started with shared bicycles and has now developed into a comprehensive platform that includes two - wheeled shared services (Hello Bikes, Hello Electric Bikes), four - wheeled travel services (Hello Ridesharing, Hello Taxi), and car rental services.
As of now, Hello has over 750 million registered users. Data from iiMedia Research shows that in 2024, 57.32% of consumers would choose Hello when using shared bicycles. A large and relatively stable user base means that Hello has reached a "transformation moment". When talking about the subsequent cross - border cooperation plans, Li Kaizhu said, "We are developing from a function - oriented approach to a value - resonance direction. No matter what kind of brand or form we choose, it essentially reflects Hello's value proposition."