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In the panorama of technical footwear for Olympic weightlifting, LUXIAOJUN is rapidly establishing itself as one of the most interesting emerging brands. Prompted in part by the growing demand from athletes, Sidea has chosen to distribute these highly specialised shoes, born from the direct experience of legendary Olympic champion Lu Xiaojun.
We then interviewed Limin Zhou, CEO of LUXIAOJUN EUROPE, to learn more about the brand philosophy, the technology behind the products and the prospects for growth in the European and international markets.
Q: Good morning Limin. What are the origins of the LUXIAOJUN brand?
R: The LUXIAOJUN brand was founded in 2017 by Lu Xiaojun, a very famous Chinese lifter, three-time Olympic champion and five-time world champion. His career began when he was only 14 years old, when he was noticed for his explosiveness in running and steered towards weightlifting. After more than a decade at the top internationally, Lu decided to put his experience at the service of athletes, creating a line of footwear and technical apparel specifically designed for the needs of weightlifting.
LUXIAOJUN products were tested by him personally for more than two years prior to their official launch to ensure maximum stability, support and durability.
Q: What are the special technical features of LUXIAOJUN Weightlifting Shoes?
R: Our weightlifting shoes are characterised by an extremely solid construction and a rigid heel of approximately 22 mm, designed to offer maximum support during pushing. LUXIAOJUN Weightlifting Shoes are designed for demanding athletes, who are looking for high performance and absolute stability on the platform.
Q: What do you think is the brand positioning in the market?
R: I would say that LUXIAOJUN is an emerging but already well-known brand, so much so that it is considered a benchmark in the specialist communities. We do not yet have the widespread distribution of historical brands like Nike or Adidas, but we are very popular in Asia and are growing rapidly in Europe and North America.
Lu Xiaojun's notoriety offers great authority, especially among competitive players and in social communities. Our positioning is premium, with medium-high prices consistent with the quality and specialisation of the product.
Q: As part of your commercial expansion, you are forging partnerships with major global players in the industry. Among these is the partnership with Sidea. But there is also another partnership that is particularly significant for you: the one with CrossFit®.
R: That's right. In 2025, LUXIAOJUN was named the official supplier of weightlifting shoes for the CrossFit® Games, an important milestone that led us to design the Training Shoes 1.0 precisely to meet the needs of the hybrid training typical of CrossFit®: strength, conditioning, mobility and stability.
Our shoes are designed for performance and well-being through sporting action, understood as natural movement in space, free and functional. The Training Shoes 1.0, inspired by the concept of barefoot shoes with ample toe room and zero drop, are ideal not only for training but also for everyday use, promoting comfort and well-being in every context.
Q: Back to the collaboration with Sidea?
R: The partnership with Sidea stems from the desire to collaborate with leading players in the fitness industry. Sidea is a leader in Italy and one of the main players in Europe in the production of functional training, strength & conditioning and weight training equipment. The catalogue includes barbells, bumper discs, modular racks, All-In-One Racks and the renowned Outrace line, considered a premium reference point for furnishing and equipping fitness centres.
I met Sidea at the FIBO in Cologne, where it exhibited with a large space conceived as a real gym, animated by dozens of athletes, fully conveying the company's philosophy: to combine innovation, design and construction quality, to offer professional equipment that improves performance and well-being. It is the same vision that guides LUXIAOJUN: to develop technical and specialised products, the fruit of high-level competitive experience, to guarantee effective, natural and high-performance training.
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