On the night of August 3, Daxue Road's time-limited pedestrian street was transformed into a vibrant YEAHH PARK sports-themed market. The market offered a rich variety of sports experiences integrating charity with services, technologies with consumption and sports with experiences, enabling a broader audience to revel in the joy of sports and health amidst the fervor of the Paris Olympics.

Virtual sports are winning the hearts of consumers due to their accessible, playful and low-difficulty experiences. Spanning the 1.2-kilometer sports market, many interactive sports have drawn large crowds, especially the youth.

Visitors queued up for a virtual taekwondo experience. "My child already has a foundation in taekwondo, so I wanted him to experience the difference between virtual and actual field practices," said Ms. Jiang, a citizen. Meanwhile, many visitors gave it a try at the "You Lose Weight, I Pay" weightlifting experience site. The project leader said, "Lifting a 100kg dumbbell is challenging for most people, so we advise against trying it lightly to avoid sports injuries. What we are conveying is a healthy and positive sports concept." With the summer holiday in full swing, many projects are focusing on developing youth sports programs, as evidenced by a parent whose child was inspired by the Olympics to try shooting.

Iconic Shanghai brands like Warrior, Bright and OCJ have moved into the sunken plaza of KIC, where old brands and China chics merge to ignite new allure during the event. On Daxue Road's time-limited pedestrian street, a variety of markets cater to residents' preferences, with an innovative scoring system that rewards participation in sports experiences with points redeemable for numerous benefits, immersing them in the urban vibrancy of Shanghai.

In collaboration with Meituan and Dianping, the Shanghai Municipal Bureau of Sports has initiated a special campaign themed "Public Fitness Together with the Olympics", distributing 6 million yuan worth of sports consumption vouchers from August 3 to September 1 via their respective apps. Over 7,000 local sports merchants in Shanghai have joined this campaign, offering a mix of traditional favorites like basketball, football and swimming, as well as emerging sports such as archery, squash and land surfing.

The campaign features six types of vouchers catering to various consumer needs: 80 off on a 200 purchase, 50 off on 120, 30 off on 60, 20 off on 40, 10 off on 20 and 5 off on 10. Building on this initiative, Meituan and Industrial and Commercial Bank of China Shanghai Branch have introduced a sports-themed payment discount activity, amplifying the benefits for consumers citywide.

Notably, Yangpu's new round of sports vouchers for 2024 is also being distributed, with an enhanced value that can be combined with the city vouchers, scheduled to be released in three installments during the "Shanghai Summer" International Consumption Season, available for citizens to claim as desired.

"Integrating sports with commerce is not a novel concept in China; the essence lies in its effective implementation to connect various areas through sports and invigorate the community," said a head of the Yangpu Commission of Commerce (YCC). Guided by YCC and the Yangpu Sports Bureau, relying on the concentration of universities and large companies in Yangpu, alongside the convergence of sports resources at Jiangwan Sports Center, Yangpu has accentuated the pioneering role of "digitalization", "youthfulness" and "immersiveness". Through the interconnection and mutual enhancement of commercial, tourism, cultural and sports resources, Yangpu has innovated consumption patterns and polished the "Digital Yangpu" brand, injecting more vitality and innovative elements into communities, enriching residents' lives with diverse sports experiences and social interactions, and sustaining urban development with an enduring infusion of new vitality . It sets a new precedent for sports-commerce integration, propelling Jiangwan Sports Center towards becoming a trendy hub for sports socializing in Shanghai.