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Business trends

Ski brands go for gold in China ahead of Beijing Olympics

From Bogner to Goldwin, big names bet on winter sports boom in the country

Russia's Sergey Ridzik competes in the FIS Ski Cross World Cup in Zhangjiakou on Nov. 27. Companies hope that skiing will gain momentum in China with the upcoming Beijing Winter Olympics.   © Reuters

DALIAN, China -- Despite a growing diplomatic boycott of the Beijing Winter Olympics, many businesses are jumping head first into the Chinese market hopeful that the Games now less than two months away will stoke greater interest in skiing and other winter sports.

"Bogner expects the number of fashion and winter sports enthusiasts to grow at an above-average rate, further driven by the 2022 Winter Olympic Games in Beijing," German ski wear brand Willy Bogner has said. The company announced on Dec. 2 it would launch a joint venture with a unit of Chinese apparel maker Bosideng International Holdings.

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