Danish brand Ecco is shifting from formal leather shoes to outdoor and athletic wear in China, launching new products and retail formats to tap into the fast-growing segment. It recently debuted a capsule collection with Japanese outdoor label White Mountaineering and now operates 20 Active Lifestyle stores across China, focusing on urban training, golf, and outdoor gear. This marks a significant repositioning for Ecco, long seen as a comfort brand for middle-aged professionals. While the company’s China revenue rose from 360 million euros ($390 million) to 418 million euros ($453 million) between 2021 and 2024, growth has slowed sharply. Ecco’s outdoor offerings, priced up to 8,000 RMB ($1,100), target a more premium market.