Chinese sportswear label Li-Ning has opened its first standalone outdoor store, Counterflow, in Beijing’s Chaoyang Joy City mall, marking its strategic entry into the growing outdoor gear market. The store introduces a “ceramic blue-green” identity, distancing itself from Li-Ning’s signature red. Targeting urban outdoor enthusiasts, it represents a key step in establishing the outdoor category within Li-Ning’s portfolio. China’s high-performance outdoor market is projected to surpass 120 billion RMB ($16.5 billion) in 2025. Li-Ning aims to capture share by offering professional quality at accessible prices, such as its top-selling “Wanlong Jia” waterproof jacket priced at 799 RMB ($110).