Alpine ambitions: How China lured luxury outdoors

What happened Luxury brands are swapping runways for hiking trails as China’s outdoor sports industry explodes. With searches for outdoor content growing 79% year-on-year and 220 million users engaging with sports content on platforms like Xiaohongshu, according to a new report, labels from Bottega Veneta to Balenciaga are launching technical collections that marry Alpine functionality with craftsmanship. When Olympians become luxury's icons Athletes have emerged as vital conduits for high-end houses to engage consumers. Table tennis player Wang Chuqin (王楚钦) now represents Oakley, snowboarder Su Yiming (苏翊鸣) has joined Louis Vuitton’s roster, and swimmer Pan Zhanle (潘展乐) is a brand ambassador for Bottega Veneta. These partnerships signal luxury maisons’ commitment to outdoor culture. Bottega Veneta’s “Still Peaks” outdoor collection, launched exclusively in Greater China, exemplifies this trend. The line spans technical materials from waterproof nylon to three-layer wool composites, while maintaining the brand’s signature Intrecciato leather details and triangular pocket designs. The maison backed its outdoor ambitions with experiential marketing, taking actor Yang Youning (杨祐宁) and tennis player Zhang Zhizhen (张之臻) to Yunnan’s Shangri-La for an immersive camping event. Activities from thangka painting to bonfire gatherings demonstrated how luxury brands can authentically engage with outdoor culture beyond product launches. The Jing Take This outdoor pivot isn’t entirely new. Hermès launched ski collections in the 1920s, and Moncler’s Grenoble line has operated since 2010. But the current wave represents a fundamental shift. Gucci’s 2020 collaboration with The North Face opened the floodgates, with Dior, Loewe, and Jacquemus following suit. This year, Balenciaga reimagined Puma’s Speedcat racing shoe, infusing its signature deconstructed aesthetic into performance footwear. Government backing meets brand ambition The timing aligns with China’s sports industry ambitions. The country’s 14th Five-Year Plan targets a 5 trillion RMB ($699 billion) sports industry by the end of 2025, with outdoor activities prioritized. Local governments are building accessible sports infrastructure, transforming outdoor pursuits from seasonal consumption into year-round lifestyle engagement. Consumer behavior validates this strategy. Xiaohongshu data reveals 30 million new users and 1.5 million deeply engaged participants driving that 79% search growth. For luxury brands, this represents more than market expansion — it’s cultural repositioning. Chinese consumers increasingly view outdoor activities as expressions of personal identity, creating space for brands that can authentically blend performance with prestige. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Alpine ambitions: How China lured luxury outdoors