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Spikeball Builds Awareness for a New Sport in China

How WPIC helped Spikeball launch on Tmall, localise its brand and teach Chinese consumers how to play.

Industry

Key Deliverables

About Spikeball

Spikeball is a U.S. sports brand built around roundnet, a fast-paced game played in teams around a circular net.

The company partnered with WPIC to establish an e-commerce presence in China and introduce the sport to consumers who were largely unfamiliar with how it was played.

Introducing an Unfamiliar Sport

Spikeball faced a different challenge from an established sports or fitness brand entering China.

Consumers first needed to understand the game itself.

That meant the launch could not rely on product listings alone. The brand needed to explain the rules, demonstrate how the game was played, and show where it fitted into social, recreational, and competitive sport.

Building the Tmall Presence

WPIC designed and built Spikeball’s Tmall store and localised its content for the China market.

Because product education was central to the launch, videos, playing instructions, and practical tips were incorporated throughout the storefront and product pages.

The aim was to reduce the learning curve around the sport while giving consumers enough context to understand both the product and the experience it offered.

Spikeball case study

Turning Product Education Into Marketing

WPIC developed a wider marketing programme designed to introduce Spikeball beyond the Tmall storefront.

The strategy combined livestreaming, influencer partnerships, grassroots activity, offline events and social content across platforms including WeChat, Weibo, Douyin, and RedNote (Xiaohongshu).

Rather than treating awareness and conversion as separate challenges, the campaign used educational content to do both: introduce the sport, demonstrate how it worked, and give consumers a reason to try it.

The Results

Spikeball established an official Tmall presence supported by locally relevant educational and marketing content.

The store achieved a five-star rating and performed strongly across Tmall’s customer service indicators, providing an important trust signal for consumers discovering the brand and the sport for the first time.

The project gave Spikeball a foundation for building awareness in China while showing how education can become part of the commercial strategy when a brand is introducing an unfamiliar product or category.

Related work

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