Starbucks China partners with YONEX to unveil co-branded rackets

Starbucks China has teamed up with badminton brand YONEX to unveil a co-branded racket as part of Starbucks China's summer campaign.

The exclusive partnership features Chinese badminton player Lin Dan, also known as “Super Dan,” showcasing Starbucks' effort to resonate deeply with Chinese sports enthusiasts.

The partnership covers only mainland China, with these rackets being showcased in Starbucks stores across the country, capitalising on the country's burgeoning interest in badminton.

Available from 21 July, the co-branded racket is the YONEX lightning series racket, which uses electric light as its design inspiration, symbolising the speed and power of hitting the ball.

The co-branded rackets are available in two colours including green and pink , and come with an exclusive Starbucks logo. 

In addition, Starbucks also launched a series of badminton related merchandise, including badminton-shaped cups and tableware, as well as sports towels and sports caps. On a first-come, first-served basis, customers can purchase any medium or large size beverage from Starbucks and stand a chance to win the cup holders and limited edition souvenirs.

From 20 July to 28 July, Starbucks and Yonex also co-created the “Celebration Court” at Beijing Sanlitun Taikoo Li. Lin also appeared on the scene on the first day of the event and became the first to experience the co-branded racket by competing with Starbucks baristas. 

Furthermore, he tried out the two new Starbucks products designed for toasting and celebrating – sparkling wine-flavoured cold brew and butter beer-flavoured Mianyun Latte. He also interacted closely with fans and badminton enthusiasts at the scene, personally conveying the concept of "coffee and badminton connect people."

In the "Celebration Court", Starbucks will also set up a variety of interactive activities to invite more fans and badminton enthusiasts to take photos with it and experience it.

On the other hand, a Starbucks Celebration coffee cart will also be available for a limited time, echoing the "Big coffee show" brought by Starbucks coffee ambassadors and baristas, presenting the "coffee x badminton" celebration to customers.

The partnership has garnered a significant number of positive sentiments among Chinese netizens, with some saying they really love the pink racket, a check by MARKETING-INTERACTIVE saw.

MARKETING-INTERACTIVE has reached out to Starbucks for more information.

This strategic move by Starbucks comes after its competitor, Luckin Coffee, has also ventured into the sports arena. Back in January, Luckin Coffee announced partnerships with two major sports events, the Xiamen Marathon and the Australian Open, aiming to attract sports enthusiasts and solidify its presence among coffee lovers.

Photo courtesy: YONEX's official Weibo

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