BikeBiz Bicycle and cycling retail news
With five stops across Tianjin, Beijing, and Shanghai, 3T reports that it has successfully completed its inaugural roadshow in China, led by brand ambassador and cycling legend Paolo Bettini.
Organised in collaboration with local partner Bike+Work, the initiative marks a key milestone in 3T’s broader strategy to establish the brand within the Asian market, particularly in China – one of the most dynamic regions for the premium sports and lifestyle sectors.
In recent years, China has emerged as a growth opportunity for businesses focused on enabling and promoting active lifestyles, which has seen a growing interest in sports such as cycling.
This trend is being driven by a new generation of urban consumers who are increasingly mindful of wellness, sustainability, and the aesthetics of movement.
In this context, 3T’s strategy is to promote its heritage and Italian manufacturing in a market that responds well to quality and storytelling. In this context, the roadshow represents a strategic move which aims to introduce Italian cycling excellence to a new generation of enthusiasts.
“We recently embarked on an in-depth collaboration with Bike+Work to develop a product offering tailored to the Chinese market, which is one of the most dynamic and promising for the bike economy,” says Carlo Donadoni, 3T’s Marketing Manager.
“Our partnership is built on shared values: a commitment to quality, a deep cycling culture, and the ability to create experiences around the product. The result is an expanded range, including new aerodynamic wheels, integrated cockpits and, for the first time, a frame designed specifically for the Chinese market. This was unveiled in Shanghai during the final stage of the tour.”
At the Shanghai Cycle Show, hundreds of visitors queued to meet Bettini and explore the latest products from 3T. The level of interest is said to have confirmed the brand’s intention to replicate the initiative with new stops in additional Chinese provinces.
Through Bike+Work, 3T intends to adapt its offerings to the Chinese market while maintaining its European identity. By doing so, the brand is positioning itself as a cultural bridge between heritage and innovation, and between “Made in Italy” and emerging sports economies.
