From trail runs to takeovers: Sportswear’s China power plays

Performance athletic brands are increasingly targeting China’s growing trail running community, using challenging races and athlete partnerships to establish credibility in the competitive outdoor sports market. From Under Armour Outdoor’s title sponsorship of one of the country’s toughest ultra-marathons to elite athlete signings, recent developments showcase how global sportswear brands are adapting their strategies to engage outdoor enthusiasts. Brand spotlight: Under Armour Outdoor sponsors Xiongguan 330 Great Wall ultra-trail race Under Armour Outdoor partnered with Sanfo Event Management as title sponsor of the Xiongguan 330, a grueling ultra-marathon stretching 330km along the Great Wall in Chicheng, Hebei Province, from August 23 to 28. Billed as one of China’s toughest trail running races, the course cut through dramatic terrain including Asia’s largest granite formation, ancient glacial sites at Bingshanliang, and Chicheng’s highest peak, Donghouding, blending natural spectacle with historic landmarks. The brand’s push into China’s trail running scene gained further momentum through elite runner Shi Aiai, who signed with Under Armour Outdoor in July. After winning the 30km men’s category at the Chongli 168 competition earlier this summer, he claimed first place in the 33km race at Xiongguan 330, underscoring both his individual talent and the brand’s growing foothold in China’s competitive outdoor sports market. On the course, Under Armour Outdoor showcased its performance gear, including the Ultra Storm 3L shell, designed with lightweight waterproof-breathable fabric for unpredictable mountain conditions, and the Apex 1.0 trail shoe, built with a carbon plate propulsion system and EVA supercritical foam midsole for stability and energy return on technical terrain. By aligning with one of China’s most challenging trail races and investing in athlete partnerships, Under Armour Outdoor is sharpening its professional positioning in the outdoor market. The strategy reflects a deliberate effort to move beyond its conventional athletic image, using competition sponsorship and technical innovation as vehicles to expand into China’s rapidly growing trail running category. Consumer response: Amber Lee, ‘Jing Daily’ reader “I first discovered Under Armour about seven years ago, and the very first piece I bought was a yoga outfit. To my surprise, it's still the piece I've kept the longest. What struck me most is how comfortable it feels — and I think that's probably the highest compliment you can give to activewear. Now, seeing the brand expand into outdoor gear and step up its marketing, I believe Under Armour has a lot of potential. It's kept a relatively low profile in recent years, and I hope to see more events and activities from the brand in the future." Leander Zhang, sports devotee “I recently saw that Under Armour Outdoor sponsored a trail running event, which I found interesting. These days, every sports brand is looking for its own ‘home turf’ — Lululemon built its identity around yoga, while On has carved out a niche in road running. Trail running is becoming increasingly popular, drawing communities of runners who love nature and a challenge. But honestly, breaking into the trail scene isn’t easy. Brands like Hoka have been investing in it for years, building strong influence through shoes, races, and communities. Whether Under Armour Outdoor can develop its own distinct style really depends on whether it can truly understand trail running and stay with runners for the long haul.” Andy Wang, outdoor enthusiast “As someone who loves the outdoors, I’ve always appreciated Under Armour Outdoor. My first real encounter with it was at a gear trial, where I noticed how well it balanced protection, breathability, and comfort. Seeing it title-sponsor Xiongguan 330 impressed me. To me, it wasn’t just a big move in China’s outdoor ecosystem — it also felt like a statement that Under Armour Outdoor is genuinely committed to extreme sports and the trail community. I’m optimistic about its future in China. Whether for elite athletes or everyday adventurers, the brand offers reliable gear and a professional mindset that inspires trust.” Brand updates Descente marks 90 years with ‘Mastery in Craft’ exhibition in Shanghai On August 28, Descente opened its “Mastery in Craft” exhibition in Shanghai, marking 90 years since its founding. Framed around skiing, triathlons, and golf, the show traced the brand’s journey from its 1935 beginnings to today, highlighting landmark innovations from the revolutionary Demopants ski pants to Mizusawa down jackets and the S.I.O. tailoring system. Through historical capsules, immersive environments, and interactive installations, the exhibition captured Descente’s commitment to design-driven performance, while hinting at its next chapter in high-end sports equipment and active lifestyle. Arc’teryx to renovate Guangzhou flagship Arc’teryx will unveil a revamped version of its Guangzhou store at Parc Central this November. Theme “Pinnacle of Nature,” the renovation aims to recreate the spirit of the mountains within one of the city’s busiest retail landmarks. Creative hoardings around the site have already drawn attention, sparking conversation in the Tianhe district. The move underscores the brand’s bid to deepen its presence in South China while strengthening its urban retail strategy. Hoka hosts pre-UTMB gathering in Chamonix Ahead of the 2025 Ultra-Trail du Mont-Blanc in Chamonix, Hoka hosted its third annual pre-race gathering for Chinese trail runners on August 28. Framed around the theme “Together, We Climb Higher,” the event brought together seasoned athletes, first-time entrants, and a growing number of women runners, highlighting the sport’s diversity. Members of Hoka China’s elite trail team, including Xiang Fuzhao, Meng Guangfu, and Silang Duoji, shared race strategies and personal philosophies. Alo Yoga x Kendall Jenner present ‘Luxury Is Wellness’ campaign Alo Yoga has released its Fall 2025 campaign “Luxury Is Wellness,” once again collaborating with Kendall Jenner as muse and creative contributor. Shot in Utah’s Amangiri desert, the campaign explores the balance between body and spirit against stark natural landscapes. Alongside, the brand introduced a 10-piece “Core Collection” capsule curated by Jenner, designed for ease across travel, shoots, and everyday wear. The campaign will be rolled out through October. Li-Ning or Anta rumored to eye Puma acquisition Bloomberg reported on August 25 that Artemis, the Pinault family’s holding company, is weighing the sale of its 29.3% stake in Puma. Potential buyers said to be in discussion include China’s Anta Sports and Li-Ning, as well as U.S. sportswear firms and Middle Eastern sovereign wealth funds. Puma shares surged on the news. Anta declined to comment, while Li-Ning stated that official disclosures would be made through company announcements. The speculation has already sent ripples through the industry. Anta reports double-digit H1 2025 growth Anta Sports posted first-half revenue of $5.3 billion (38.54 billion RMB), up 14.3% YoY. Net profit attributable to shareholders rose 14.5% to $972 million (7.03 billion RMB), excluding dilution gains from Amer Sports. Operating profit reached $1.40 billion (10.13 billion RMB) with a margin of 26.3%, reflecting improved efficiency. Anta’s core brand generated $2.34 billion (16.95 billion RMB) in revenue, up 5.4%, while Fila rose 8.6% to $1.96 billion (14.18 billion RMB). Other brands surged 61.1% to $1.02 billion (7.41 billion RMB), highlighting the strength of Anta’s multi-brand strategy and synergy across its portfolio. Keep turns a profit Chinese fitness technology platform Keep reported revenue of $113 million (822 million RMB) for the six months ending June 30. Adjusted net profit stood at $1.42 million (10.35 million RMB), marking a sharp turnaround from losses a year earlier. Gross margin improved to 52.2%, while average monthly active users reached 22.49 million, including 2.8 million paying subscribers, raising membership penetration to 12.4%. The results signal Keep’s ongoing shift from a content platform to an AI-driven fitness service provider. People moves Lululemon appoints chief AI and tech officer On August 26, Lululemon named Ranju Das as its Chief Artificial Intelligence and Technology Officer, effective September 2. Reporting to CEO Calvin McDonald, Das will join the executive leadership team and oversee technology architecture and AI strategy. With more than 20 years of experience in technology and AI transformation, including leadership roles at Barnes & Noble, he is tasked with driving product innovation, accelerating market response, and enhancing personalized customer experiences. Wilson CEO steps down Amer Sports announced that Joe Dudy will step down as president and CEO of Wilson on August 19, concluding a three-decade career with the brand. He will remain as an advisor until March 1, 2026. Beginning September 1, Amer Sports CFO Andrew Page will take on the additional role of Wilson president and CEO while continuing as CFO. Page will also oversee the company’s ball sports division as Amer Sports initiates the search for Wilson’s next leader.

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From trail runs to takeovers: Sportswear’s China power plays