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Ciele, Nordisk, Soar: Niche sports labels enter China

Wave of niche sportswear brands enters China through joint ventures and exclusive partnerships, targeting consumers who value individuality alongside technical performance and global cultural relevance.

Ciele, Nordisk, Soar: Niche sports labels enter China
Canadian running brand Ciele and Danish outdoor label Nordisk represent the wave of niche international sportswear brands entering China's booming outdoor lifestyle market. Image: Xiaohongshu

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