As a professional running brand, BMAI Sports is taking a key step into the capital markets. Recently, Industrial Securities has completed all IPO counseling for BMAI Sports, and the company plans to formally submit its prospectus on a date to be chosen — another important advance in BMAI’s listing process.

Image source: Official website of the Beijing Securities Regulatory Bureau

If BMAI Sports ultimately succeeds in listing, it would be especially significant: not only could the A-share market, after many years, once again welcome a footwear-and-apparel company, but BMAI would also become one of the rare sports startups founded after Document No. 46 (the State Council’s 2014 "Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption") to have a shot at the capital markets.

In October 2014 the BMAI brand was officially founded at Chaoyang Park, Beijing — a running mecca. The joint efforts of former Li‑Ning CEO Zhang Zhiyong and former Li‑Ning supply‑chain general manager Dong Jun laid a solid foundation for the brand’s development.

On the product side, BMAI has launched well‑received models such as the thick‑soled "远征者" series and the racing "惊叹" series. With last year’s start of production at BMAI’s industrial park in Taoyuan, Hunan, the brand achieved full control of the design‑to‑manufacturing value chain.

Beyond products, BMAI has emphasized community engagement since its founding: the brand set up a running service station in Chaoyang Park and regularly organizes the check‑in "Chaoyang Park Little Dinosaur" running activities.

On the business model front, BMAI has stuck to an internet‑oriented DTC strategy, reaching users directly through online social marketing and experiential, sports‑scene offline marketing — a distinctive approach at the time.

In recent years at major marathon events, the appearance of the BMAI team has also delivered additional exposure for the brand through its marketing communications.

After more than a decade of accumulation and preparation, this homegrown Chinese brand is approaching its big test in the A‑share market in its own way.

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