Haier used its presence at Roland-Garros 2026 to showcase how the concept of care underpins both sporting performance and everyday life.
As Official Partner of the prestigious tennis tournament, the brand hosted a special event titled “From the Court to Everyday Life”, bringing together experts from the worlds of sport, nutrition, innovation and sustainability to explore how small daily actions can contribute to long-term performance and wellbeing.
Moderated by tennis player and TV presenter Alizé Lim, the event examined the parallels between elite sport and everyday living. Discussions focused on the importance of nutrition, recovery, energy management and sustainability, highlighting how the habits that support athletes can also help consumers improve their daily lives.
Karim Bruneo, Communication, Public Affairs, ESG and Sustainability Director at Haier Europe, said: “At Haier, we believe that care is one of the most concrete expressions of innovation. In sport, care is what makes performance possible. In everyday life, it has the same value.
“It means taking care of ourselves, of the food we consume, of the resources we use and of the people we live with. Our role is to create technology that makes these gestures simpler, smarter and more efficient. This is what we mean by people-first innovation – solutions that start from real needs and become part of daily life in a discreet, useful and meaningful way.”
A key theme throughout the event was food preservation. Haier drew comparisons between athletes maintaining their physical condition and consumers preserving the freshness, nutritional value and quality of food in the home.
The company also highlighted its collaboration with la Banque Alimentaire de Paris et d’Ile de France, aimed at tackling food waste and food insecurity. The partnership forms part of Haier’s wider commitment to sustainability and responsible resource management.
The event also provided an opportunity to showcase Haier’s connected home ecosystem and its new brand positioning, “More Creation, More Possibilities”, which reflects the company’s focus on delivering intelligent solutions tailored to modern lifestyles.
Among the innovations highlighted was the Haier Horizon Collection of refrigeration appliances, designed to support food preservation through advanced cooling technologies, intuitive functionality and premium design. The range aims to help consumers keep food fresher for longer while reducing waste and improving organisation in the kitchen.
Haier said the Roland-Garros partnership forms part of its wider global strategy, “Play with the Number Ones”, which aligns the brand with values including excellence, precision, continuous improvement and premium experiences.
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