Peak Season, Peak Performance – Sport Research

From May to July, Douyin’s 618 shopping festival marks one of the most decisive stretches of the year, when shoppers are in full buying mode and health supplements see a sharp spike in attention. During the 2024 event, sales of health products rose by 65% year-on-year, underscoring just how powerful this season has become for the category.

The summer months also drive heightened demand for fitness solutions and sun protection, creating the perfect stage for Sports Research to shine with products that fit seamlessly into these consumption moments. Guided by Douyin’s historical data and emerging consumer trends, we timed the campaign launch to capture this momentum and align the brand with a period of peak relevance.