Arc’teryx, Salomon step up the race for China’s trail-running stars

After a recent string of trail races, outdoor brands have been quick to tout their athletes’ results. Arc’teryx athletes secured multiple podium finishes at two Chinese mountain-running events held October 30–31. At the Chai Gu Tang Si Trail Race in Linhai, Zhejiang province, Xiang Fuzhao won the women’s 105K race while Yu Xutao finished second in the men’s 50K. Meanwhile, at the Mount Siguniang Mountaineering Festival in Sichuan, mountain guide Zhang Xinyi claimed the women’s title in the Dafeng Vertical Kilometer (DFVK30) race. At Chai Gu Tang Si, Hoka athlete and trail running star Jim Walmsley won the 105K race in 10 hours, 53 minutes, and 34 seconds, setting a new course record. Chinese runners Meng Guangfu and Silang Duoji finished fourth and fifth overall, respectively, making them the top two Chinese finishers. Salomon also had a strong showing at Chai Gu Tang Si Its athletes swept the women’s 50K podium and claimed eight of the 18 podium spots across the 25K, 50K, and 105K races. Signing professional athletes, sponsoring races, and using competition results to demonstrate product performance have long been standard practice in sports marketing. But as competition in the outdoor market intensifies, the battle for top athletes is becoming more pronounced. Xiang Fuzhao is a case in point. One of China’s leading trail runners, she spent years representing Hoka and was named Trail Runner of the Year at the 2024 China Outdoor Golden Rhino Awards while competing for the Hoka China Elite Team. This April, she joined Arc’teryx. Chinese trail running star Shen Jiasheng made a similar move in March, signing with Salomon after previously representing The North Face. Yet podium finishes are only part of what brands are buying. These elite athletes increasingly bring cultural influence and community engagement that extend well beyond competition results. Recently, Salomon brought American trail running legend Courtney Dauwalter to China, hosting an exhibition dedicated to her, a signing session, and the premiere of her documentary at its Xintiandi flagship store in Shanghai. Dauwalter then traveled to Hangzhou to meet local runners before competing in the Chai Gu Tang Si 50K race. More than demonstrating product performance, elite athletes bring personal stories, competitive drive, and credibility within sporting communities, helping brands build stronger emotional connections with consumers. This matters as more outdoor brands enter specialist disciplines such as trail running, where technology, celebrity endorsements, and lifestyle marketing are becoming less effective at delivering lasting differentiation. Athletes are no longer just walking billboards. They are becoming valuable assets in the battle for sporting credibility, cultural relevance, and consumer attention. As more brands pursue the same playbook, the race to sign top talent is only likely to intensify. Under Armour’s inaugural flag football championship concludes in Shanghai Under Armour’s inaugural three-day Flag Summit Bowl concluded in Shanghai. As the final event of the brand’s annual “This Is Flag Football” initiative, the tournament brought together national team players, city champions, university teams, amateur clubs, and recreational players of varying skill levels. Through competitions and interactive activities, Under Armour aims to raise awareness of flag football and encourage wider participation in China. Anta Group opens Shanghai operations center On November 6, Anta Group officially opened its Shanghai operations center, marking the initial completion of its “one headquarters, two operations centers” structure. Located in Shanghai’s West Hongqiao Business District, the 145,000-square-meter complex was designed by international architecture firm NBBJ. With its headquarters in Jinjiang, Fujian province, serving as its strategic hub, Anta will use its operations centers in Xiamen and Shanghai to strengthen collaboration across its brands, integrate global resources, and support its international expansion. Kailas opens Rock Space store at Beijing’s China Central Place Chinese outdoor apparel brand Kailas has opened its new Rock Space store at China Central Place in Beijing’s CBD. Spanning approximately 700 square meters across three floors, the store is the brand’s largest Rock Space location in the capital. It features dedicated sections for mountaineering, trail running, and hiking gear, alongside activity-based displays and expert guidance to help customers select equipment suited to their needs. Kailas also plans to use the space to host guided outdoor activities, knowledge-sharing sessions, and community events, connecting urban consumers with mountain sports.

Arc’teryx, Salomon step up the race for China’s trail-running stars

TUMI’s new growth playbook: From travel expertise to lifestyle performance

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Arc’teryx, Salomon step up the race for China’s trail-running stars

TUMI’s new growth playbook: From travel expertise to lifestyle performance