Athletic brands’ summer of wins and controversies

Performance athletic brands are increasingly blurring the lines between function and fashion in Asia. From Hoka’s volcanic-inspired pop-up in Beijing to Arc’teryx’s latest sustainable innovations, recent developments showcase how outdoor brands are redefining urban style across the region. Brand spotlight: Hoka opens pop-up experience in Beijing Performance footwear label Hoka opened a pop-up in Beijing’s Taikoo Li Sanlitun on August 8, bringing the brand’s alpine DNA into the heart of China’s fashion capital for the first time. Inspired by the volcanic peaks of Réunion Island, the installation pairs a mirrored, diamond-cut façade with immersive, shifting interiors that blur the line between wilderness and city, performance and aesthetics. The event also marked the exclusive debut of the Mafate Speed 2 in new “Lunar White” and “Nocturnal Silver” colorways. Olympic gold medalist and Hoka brand ambassador Wang Shun opened the “Future Vanguard Runway” in a minimalist, futuristic look — anchored by the new Mafate Speed 2 — offering a vision of outdoor romance rendered through high-performance design. Models followed in avant-garde interpretations of function-forward pieces, weaving the full Mafate lineup into a narrative that reframed trail gear as fashion object. Wang’s presence signaled more than celebrity cachet. It underscored Hoka’s performance heritage while making a broader statement: high-function footwear isn’t reserved for athletes — it’s a viable part of everyday style. Named after Hoka’s first-ever trail shoe, Mafate carries the brand’s founding ethos of innovation. From its technical roots in Mont Blanc’s extreme terrain to its reimagination as a symbol of urban futurism, Mafate reflects the belief that function is style. The launch follows Hoka’s first global brand experience center in Shanghai and marks another step in the brand’s growing China footprint. In a market where outdoor aspiration is increasingly fused with urban identity, Mafate House reflects a broader shift: performance brands are no longer confined to the trail — they’re reshaping how culture moves through the city. Consumer response: @Bumpercars (@碰碰碰车), Xiaohongshu “To be honest, I was obsessed with Salomon over the past couple of years — its styling versatility was unbeatable. But life is full of unexpected turns. The first time I tried on a pair of Hokas, the comfort hit me like a revelation. Now I’m on my fourth pair. I’m not a runner; I mainly buy sneakers for daily commuting. Hoka meets all my needs — every step feels like walking on clouds. I can clock tens of thousands of steps a day without fatigue. Lately, it’s like the brand hired a new designer — the colorways are way better than before. I just picked up the Mafate after hearing it was sold out in stores. As soon as it restocked, I didn’t hesitate. @Scallioncorn (@小葱蜀黍), Xiaohongshu It was pouring rain the day of the event in Beijing. I touched the runway as I walked in—it was acrylic and built with slopes, made slick by the rain. But that only made for an even more dramatic Mafate moment. With a blend of urban style and outdoor-ready performance, Hoka’s footwear helped the models navigate the terrain flawlessly, weather and all. The show reached its peak when Wang Shun appeared. He shared his experience wearing the shoes and spoke about his passion for trail running. For longtime fans and curious newcomers alike, this was a moment not to miss. Mu Mu (木木), amateur runner I first heard about Hoka from a fellow runner who recommended it for its cushioning on long distances. It wasn’t my first choice initially, but after trying it myself, it really felt like running on clouds. The limited-time experience space in Beijing struck me as really cool — it’s not just about selling shoes, but bringing the mountain atmosphere into the city. If I saw this kind of event locally, I’d definitely check it out and try the latest models. A Yuan (阿远), outdoor sports photographer My connection with Hoka began during a trail-running shoot, where many top athletes were wearing the brand’s “thick-soled” shoes. At first, I just noticed the distinctive look. It wasn’t until I saw those runners navigate rugged terrain with ease that I began to appreciate what was inside. When I heard that Hoka had brought the mountains into the city with a temporary experience space in Beijing, my first thought wasn’t “selling shoes,” but “telling a story.” It’s a sophisticated form of brand marketing. The brand understands consumer psychology: people aren’t just buying shoes — they’re buying a lifestyle aspiration. For me, this space isn’t merely a showroom; it’s a generator of inspiration. It shows how a brand can make the abstract “outdoor spirit” tangible through spatial design and immersive experiences. Brand updates Salomon unveils Fujun concept store in Shanghai French outdoor label Salomon opened its newest retail concept store, dubbed Fujun, inside a century-old French-style townhouse on Anfu Road, Shanghai, on August 8. Designed exclusively for the China market, the store draws inspiration from Paris’ Marais district, blending French heritage with the rhythm of Shanghai’s street culture. Spanning three floors and 479 sqm, the space is rendered in minimalist black and white, punctuated with bold design cues. Three themed zones interpret a cross-cultural dialogue between outdoor performance and the French art de vivre. As more than a retail space, Fujun functions as an experimental platform — merging product, curation, streetwear, community, and brand storytelling. With Fujun, Salomon signals its evolving vision for retail in China, positioning the space as a hub for immersive outdoor lifestyle experiences and a site for cultural expansion in one of its fastest-growing markets. Arc’teryx upgrades Beta AR with pro-level mountain protection Arc'teryx has unveiled the 2025 iteration of its Beta AR hardshell — now reengineered with pro-level protection for all-mountain exploration. Since its 2000 debut, the series has undergone 25 design evolutions, continuously pushing the limits of windproof, waterproof, and abrasion-resistant performance.The latest Beta AR features a proprietary three-layer Gore-Tex Pro ePE fabric, co-developed with Gore-Tex. The new membrane is approximately 50% thinner, while recycled nylon and backer textiles deliver a lighter, more comfortable, and longer-lasting construction. Notably, the jacket is made without the use of PFAS (per- and polyfluoroalkyl substances), marking a significant step in Arc'teryx’s sustainability journey. On launches 1st co-created sneaker with Zendaya On has released its first collaborative sneaker with global partner Zendaya Coleman — the Cloudzone Moon. Built on the brand’s signature Cloudzone silhouette, the design integrates CloudTec cushioning, a breathable mesh upper, reinforced forefoot padding, and a stabilized heel, balancing athletic function with everyday wearability. The launch is accompanied by a campaign film titled Be Every You, directed by Bardia Zeinali, in which Zendaya explores themes of multiplicity and self-expression through voiceover and styling. The Cloudzone Moon is now available on On’s official site and at select global retailers. A second silhouette, the Cloudtilt Moon, is slated for release in October. Adidas apologizes over new shoe design Adidas has issued an apology following backlash over its “Oaxaca Slip-On,” a recent collaboration with designer Willy Chavarría, which has been criticized for resembling traditional huarache sandals crafted by Indigenous communities in Mexico. On August 8, Mexican President Claudia Sheinbaum publicly condemned the brand during a press briefing, presenting side-by-side images of the Oaxaca Slip-On and traditional huaraches. She accused Adidas of appropriating Indigenous creativity and called for compensation and legal accountability. In a statement released on August 11, Adidas acknowledged that the design was inspired by traditional weaving techniques from Oaxaca and said it had initiated dialogue with local governments and communities to explore collaboration and possible remedies. Nike sues Edison Chen over allegedly unpaid dues Nike has filed a lawsuit against Edison Chen, founder of streetwear label Clot, in the U.S. District Court for the Central District of California, alleging breach of contract. The suit names both Chen and his company, Juice Los Angeles LLC — a key retail arm of Clot — as defendants. According to court documents, Nike claims Juice owes $126,000 in unpaid invoices, with Chen listed as a personal guarantor. The filing comes months after Chen announced the end of his long-standing partnership with Nike in October 2023, pivoting to rival brand Adidas with a new collaboration shortly thereafter. Clot, founded in 2006, had collaborated with Nike on numerous limited-edition sneaker releases and was considered one of the brand’s earliest Chinese streetwear partners. As of now, neither Nike nor Chen has publicly commented on the dispute.

Sectors

Insights

Company

Athletic brands’ summer of wins and controversies