Running brand Saucony opened its first global concept store at Shenzhen’s MixC Mall on September 13. The store focuses on the “dual-elite” demographic, with a design centered on the theme of a “First-Class Cabin for Runners.” Saucony introduced three new shoe models: the Guide 17 Shenzhen City Special Edition, the Guard AMR, and the ProGrid Omni 9. Xtep Group, which formed a joint venture with Saucony’s former parent company Wolverine in 2019, secured the brand’s marketing and distribution rights in China. Saucony’s revenue has since nearly doubled annually, achieving profitability for the first time in 2023.