PEAK

PEAK was born in 1989 in Quanzhou, in China's Fujian province, founded by Xu Jingnan, and grew from a sports shoe factory into one of China's major brands. World fame came through basketball: it became a fixture in the NBA, shoeing stars like Tony Parker and Dwight Howard, and went on to dress entire Olympic committees, from New Zealand to Brazil. In football it remains discreet, but its shirts turn up in the most unexpected corners of the planet, proof of a strategy that always favoured the markets the giants ignore.