Chinese sports brands are gearing up for big moves in Europe ahead of the 2026 Winter Olympics. Li Ning plans new strategies for overseas customers to "achieve a breakthrough abroad," though so far, overseas sales remain small. In the first half of 2025, Li Ning’s sales outside China were just 250 million yuan (US$36 million), only 1.7% of its total revenue of 14.8 billion yuan (US$2.13 billion). Anta is making more progress. It recently bought a 29% stake in German sportswear giant Puma for €1.5 billion (US$1.77 billion). Anta also became an official sportswear supplier to the International Olympic Committee in 2019. Meanwhile, TCL has already secured a strong place in Europe. Its TVs rank among the top three in retail sales in countries like France, Spain, and Poland, as reported in its first-half 2025 results. The 2026 Winter Olympics serve as a stage for these Chinese firms to boost their global profile and face new challenges abroad.