DESCENTE’s “The Next Peak” Launch at the Great Wall

On December 6, DESCENTE hosted its “The Next Peak” launch event at Beijing’s iconic Great Wall.

With the Great Wall as its dramatic backdrop, the event combined a dazzling light show, product displays, inspiring discussions, and the first-ever skiing challenge on the Great Wall. This unique celebration of DESCENTE showcased five legendary “peak” moments from the brand’s history.

The event kicked off with an awe-inspiring light and drone show. Against the night sky, drones traced five key chapters of the brand’s history, highlighting its milestones in craftsmanship, innovation, empowerment, breakthroughs, and glory.

Founded in 1935, DESCENTE has been a pioneer in ski apparel innovation. In 1972, the brand debuted its world-first three-dimensionally cut downhill racing suit during the Sapporo Winter Olympics. In 1976, it revolutionized ski fashion with its “Demopants” ski pants debut in Innsbruck. From 1978, DESCENTE partnered with the Swiss Alpine Ski Team, playing a role in the team’s rise to dominance at Zermatt. In 1979, the brand’s “Magic Suit” helped the Austrian team shave two seconds off a world record. DESCENTE has also supported Chinese athletes in winning medals, leaving a legacy in Chongli.

Ding Shaoxiang, Chairman of DESCENTE (China), delivered a keynote speech, emphasizing the brand’s dedication to craftsmanship, innovation, and design. He described how DESCENTE empowers athletes to break limits while promoting winter sports culture. From sponsoring competitions to collaborating with ski resorts, the brand aims to inspire more people to embrace skiing and snowboarding as a lifestyle. DESCENTE seeks to connect winter sports enthusiasts globally, making the joy of skiing accessible to all.

Brand ambassador William Chan joined alpine skiing world champion Carlo Janka, Chinese alpine skier Kong Fanying, and snowboarder Shi Wanpeng in sharing their personal stories, reflecting on their passion for skiing and the unforgettable moments they’ve experienced in competition.

The night reached its peak when the Great Wall ski slope lit up, launching the runway show for DESCENTE’s newest collection. Top Chinese alpine skiers Feng Jingbo and Li Bo, along with snowboarders Wang Jingjing and Jia Lulu, showcased the 24FW National Team Sponsorship Collection, highlighting DESCENTE’s meticulous craftsmanship and innovative designs. Key pieces included the RWSB S.I.O. snowboard jacket and SCHEMATECH SKY ski suit series. The show ended with DESCENTE athlete Zhou Yizhu representing the next generation of skiers in the children’s ski line.

In a panel discussion, DESCENTE (China) President Jun Le, brand ambassador Daniel Wu, architect Ma Qingyun, and Chines ski instructor Li Yuanliang reflected on the idea of “The Next Peak.” They discussed pushing boundaries and striving for excellence, a philosophy that resonates deeply with DESCENTE’s ethos. Olympic champions Zhong Man and He Wenna, along with actors Hu Yitian, Cheng Lei, and Zeng Keni, also joined the celebration.

To cap off the night, six skiers performed a thrilling demonstration on the Great Wall slope, showing off their precision and control in DESCENTE gear—a fitting finale to an extraordinary event.