The 2025 Tmall Double 11 (Single’s Day) shopping festival commenced at 8pm on October 20, with sportswear and outdoor brands seeing explosive growth. Multiple major brands surpassed 100 million RMB ($14 million) in transaction volume within 30 minutes. Fila reached the milestone in six minutes, followed by Nike at 12 minutes and Lululemon at 15 minutes. Within half an hour, Adidas, Anta, Camel, and Descente also achieved the threshold. The first hour saw strong performance from On Running, Hoka One One, Kailas Fuga, Helly Hansen, Goldwin, X-Bionic, and Icebreaker, all exceeding their sales from last year's first four hours.