As one of the most football crazy countries in the world, Vietnamese people have been waiting for decades for such an incredible and inspiring performance of U23 Vietnam in AFC U23 Championship China 2018. From the beginning, regarded as an underdog who hadn't been expected to pass the Group Stage round, the U23 Vietnam team surprisingly made themselves into the final match and stepped very close to the Asia Championship in the bursts of tears, laughter, happiness, joy and expectations from half of 90 million Vietnamese people.
As one of the national brands with long heritage, and the no.1 Vietnamese Footwear Brand, Biti's with its sports-inspired sub-brand - Biti's Hunter has stormed the market by creating a special concept sneaker within only 12 hours from the end of the final U23 AFC championship match and launching the first time ever - the national pride limited edition - #theREDsnow.
#theREDsnow is a great concept capturing the iconic and historic image of U23 Vietnam in millions of Vietnamese hearts - the amazingly talented, resilient, sportsmanship-spirited, dedicated, all passionate Red team (Vietnam) in a tough, harsh heavy-snowfall conditioned match in Changzhou.
It becomes a beautifully unforgettable memory with Vietnamese people, becoming a symbol of the national love & pride, a symbol of connecting Vietnamese people, and also a meaningful message representing all the people when the national team cannot be the champion at the Asia level, but the team has become the "champions of the people".
And it was launched right upon the day after the match when U23 Vietnam came back from Changzhou, and was welcome by media and millions of Vietnamese people as the nation's heroes.
#theREDsnow has become the most desired pairs of sneakers in Vietnam for decades, named by fans - "the national shoes of Vietnamese people", raising up significantly the Brand Love among the people.
Besides, it also helps gain huge attention to the sub-brand Biti's Hunter, contributing to a phenomenonal 250% sales increase in Lunar New Year holiday 2018 (vs 2017), which is 8 times more than the category growth.