Italian luxury footwear brand P448 launches in China and opens its flagship store on Tmall Luxury Pavilion. The brand plans to open offline stores and social platforms to further localization and digital transformation of its communication and operation in China. This strategic move, made possible through a collaboration with Triboo Shanghai and East Media, marks a significant step in P448’s global expansion and digital strategy.

P448 is a forward-thinking Italian footwear brand, rooted in the belief that eclecticism, design, innovation and experimentation lie at the heart of self-expression. We believe in using the knowledge of artisanal masters to inform future innovation. 

Our promise is to bring innovation with the finest Italian manufacturing and next-level design. Focused on channeling creativity into well-crafted styles that allow their wearers to express themselves, we believe style is guided by feeling over fashion fads. 

As a conscious brand, P448 follows the notion of less is more, aiming for less waste, less consumption and energy. The ‘Project Sustainability’ marks our innovations, including sneakers using recycled and upcycled leather and suede, invasive species skins and even vegan apple leather. It also refers to our cutting-edge packaging and shipping techniques, designed to save up to two pounds of paper per online order. 

The brand pillar of sports is embraced by our partnerships with the P448 athlete roster, like top-ranked surfer Balaram Stack, Olympic athlete Yam Behar or X Games Gold Medalist skateboarder Liam Pace and Grace Marhoefer, paving her way to a shinier future. 

With showrooms in Paris and New York, P448 operates stores in New York and Boston, the brand is distributed in over 30 countries, reshaping the footwear shopping experience by creating unique and immersive digital and retail activations. By launching on Alibaba's platform and joining the TMALL Luxury Pavilion, P448 seeks to engage with the dynamic, tech-savvy Chinese market, further strengthening its presence in Asia.

Triboo Shanghai will support this venture by managing the TMALL flagship store and coordinating P448's presence across major Chinese social media platforms, thanks to the collaborative efforts of East Media and Attila agencies. This partnership is dedicated to using their combined expertise to ensure a strong entry into one of the world's largest luxury markets. Gabriele Barbati, CEO of Triboo Shanghai, said: "We are thrilled to collaborate with an innovative and trendy brand like P448. We are confident that P448 will perfectly meet the needs of Chinese consumers and current market trends. Their sneakers appeal to a new generation of streetwear enthusiasts and outdoor activity lovers, such as skateboarders and board sport athletes. P448's potential is confirmed by the great interest shown at the Olympic Qualifier Series in Shanghai, held from May 16 to 19, which were qualifying events for the Paris 2024 Olympics in breaking, BMX freestyle, skateboarding, and sport climbing. With the development of new areas dedicated to these sports, the brand is perfectly aligned with consumer tastes, thus offering a significant competitive advantage and great growth potential”.

Janet Wang, General Manager of Tmall Luxury Pavilion, expressed her enthusiasm: "We welcome P448's launch on Tmall Luxury Pavilion. I am very pleased that the brand has chosen Tmall as its partner for its first entry into the Chinese market. We will continue to support its digital transformation and the localization of communication in China, looking forward to deeper interactions and cooperation in the future.