Looking back to the year 2020, international competitions such as the Tokyo Olympic Games and the European Cup have been postponed due to the outbreak. After a year of forced stagnation, the 2021 tournaments will follow. In the event, promotion is an essential link, which gives sports marketing opportunities, and all kinds of brands tend to seize the opportunity. As a branch of the sports industry, the sports goods industry plays an indispensable role in the development of the sports industry. In China’s sports industry, the sports goods industry occupies a large part. Although the epidemic has caused an impact on the sporting goods industry, there are still some opportunities in it, and there is a certain growth trend in the later stage. Roger, vice president and secretary general of China Sporting Goods Industry Federation, summed up the past year of China’s sporting goods manufacturing industry in 2020: “China’s sporting goods industry has grown faster than we expected, and sporting goods have gradually become a must in people’s lives. From the perspective of the big industry, the global growth of personal sports products sales has become a trend, and based on the control of the epidemic situation in the world, only China maintains a complete sports goods manufacturing industry chain. At the same time, the domestic people’s cognition of sports ushered in an explosive growth, for fitness, yoga, outdoor and other different segments of the role of industry pull. Therefore, no matter from the perspective of marketing demand of sports goods brands or the enthusiasm of ordinary people for sports events, it is possible to bring all-round opportunities for sports events across the country.” For the new industry direction in 2021, Roger summarizes four aspects: upheaval, fission, strain and new change. To be specific, the upheaval refers to the Chinese sports which is bucking the trend. Under the stimulation of the fission policy chain, the industry ushered in a new market. After China took the double cycle, especially the internal cycle, as an important position in the main economy, different departments of local governments were introducing various policies, which brought opportunities for the industry. Contingency means that the global industrial chain of China’s sports goods manufacturing industry is broken at the present time, which gives the opportunity for China’s industrial chain to go abroad. The domestic market needs to make preparations. The new change means that the sporting goods industry in the new era is moving forward in the test. With the change of socialist economy in the new era and the pursuit of people’s sports mode, the reform of the entire sporting goods industry needs to lay a solid foundation.