Facing financial pressure, Chinese sportswear retailer Topsports has launched Ektos, a new running-focused retail concept in Shanghai. The store consolidates niche international brands like Norda, Soar, and Ciele, which Topsports holds exclusive rights to distribute in China. This opening occurs as Topsports executes major strategic adjustment, having closed nearly 3,000 stores over four years, including an 18.3% reduction last fiscal year, during which revenue fell 6.64% and net profit dropped 42.8%. The Ektos store represents a pivot toward specialized verticals and experiential retail, functioning as a community hub targeting dedicated enthusiasts.