Global sportswear brands gear up for China’s outdoor boom

From smart retail experimentation to premium outdoor repositioning, global sportswear players are sharpening their China strategies across brand, product, and purpose. As Under Armour, Nike ACG, and Vuori announce store openings across China, they underscore that physical retail isn’t disappearing — it’s evolving into experience-led hubs designed to cultivate long-term communities. Meanwhile, brands such as Kolon Sport and Anta are prioritizing long-term brand equity over short-term sales, using cultural integration, performance credibility, and purpose-driven initiatives to anchor relevance in an increasingly sophisticated and values-conscious Chinese market. Brand spotlight: Under Armour unveils smart community space in Guangzhou Under Armour has unveiled a smart sports community space at Julongwan Taikoo Li in Guangzhou, China, marking a new phase in its retail evolution. Blending the brand’s athletic spirit with local Lingnan culture, the hub is an interactive multimedia environment powered by an intelligent system that streamlines operations and enables the team to provide personalized in-store services. The Guangzhou Sports House features a carefully curated product assortment, including the new UA Echo colorways and a Guangzhou-exclusive early launch of the Velociti Elite running shoe. The store also plans to regularly host themed classes and interactive experiences in collaboration with celebrity curators, local Cantonese sports influencers, and professional coaches, catering to sports enthusiasts at all levels. The project serves as a pivotal retail testbed for the sportswear brand’s future development. Through constant iteration, refinement, and experimentation, Under Armour will gather critical insights and benchmarks for its innovative retail model, enabling it to better connect with, serve, and inspire sports enthusiasts in China and beyond. Consumer response Xiaohongshu user @Haha(哈哈) “As a long-time Under Armour fan, I definitely went to check it out! The brand’s first global smart sports hub offers professional and attentive service, taking the sports and shopping experience to the absolute max. The interactive multimedia space is amazing — I can enjoy working out while soaking up local culture, and I finally have a dedicated spot for all my sports activities from now on!” Xiaohongshu user @Xiamengli(夏梦里) “This is a dream come true for us Guangzhou-based sports lovers! As someone who’s spent years searching for great sports venues, Under Armour’s unique concept really hits the spot. The smart system at the new hub is incredibly practical, catering to running, basketball, daily training, and more. What’s more, the Lingnan cultural elements strike a deep chord with me. To have such a professional sports and social hub right on my doorstep? I’m off to check it out first.” Bart Luo, Jing Daily reader “The innovation at Under Armour’s Guangzhou hub is truly inspiring. This is more than just a space to sell athletic gear — it’s an interactive multimedia venue that weaves together culture, technology, and community. It not only boosts the brand’s identity but also meets the demands of the new generation of consumers. By merging Lingnan culture with athletic spirit, this cross-disciplinary innovative model sets a new benchmark for modern sports retail.” Brand updates Anta named official supplier for Hellenic Olympic Delegation On February 2, Anta announced its designation as a gold partner of the Hellenic Olympic Committee, designing Greece’s official team uniforms for major international competitions. For the 2026 Winter Olympic Games, Anta designed a collection spanning podium wear, softshell sets, down jackets, footwear, and accessories, featuring Greece’s national blue color and mountain prints inspired by Mount Olympus. Integrated with Anta’s Thermo Ocean and Six-Core technologies, the apparel delivers moisture-wicking, quick-drying performance, and thermal retention. Anta plans to continue leveraging technology and cultural integration to showcase Chinese sports innovation globally. Vuori opens store at Beijing SKP On February 2, California-based active lifestyle brand Vuori officially opened its store at Beijing SKP. The brand previously launched three directly operated Shanghai locations at Jing’an Kerry Centre, Grand Gateway 66, and iapm Mall. Andy Lawrence, senior vice president of Vuori’s international business, said the Shanghai stores have received positive market feedback, with strong performance in team operations, product reputation, and sales. However, new consumers still dominate the customer base, making brand awareness Vuori’s top priority. Fila returns to Milan Fashion Week Fall/Winter 2026 On January 30, Fila announced it will hold an official main schedule show at Milan Fashion Week Fall/Winter 2026. First debuting on the main schedule in 2018, Fila returns for its 115th anniversary, blending Italian heritage with contemporary urban sportswear and high fashion. The show will livestream on Douyin and WeChat Channels, with Douyin offering an on-site watch-and-buy feature, pioneering a borderless fashion-commerce experience. Kolon Sport donates 2 million RMB worth of gear to support Yunnan forest rangers South Korean premium outdoor clothing brand Kolon Sport recently donated professional outdoor equipment worth more than 2 million RMB ($289,487) to the Forestry and Grassland Bureau of Gongshan County, Yunnan, via the local Red Cross, supporting forest rangers on alpine patrols. The gear — including waterproof jackets, backpacks, and tents — is designed for long-distance, high-altitude use. Meanwhile, Kolon Sport premiered its heavy hiking documentary The Path of Fir: Set Off, following forest ranger Li Chunmei, brand spokesperson Liu Shishi, trail runner Jin Yuan, and brand friend Fatiao. The brand also launched the Firra jacket, engineered for heavy hiking to enable deeper wilderness exploration. Nike reintroduces premium outdoor performance label ACG On February 2, Nike rebranded its All Conditions Gear (ACG) label as a premium outdoor performance brand, emphasizing trail running, hiking, and exploration. ACG will lead performance innovation for outdoor athletes, offering trail-tuned footwear like the ACG Ultrafly and rugged Zegama, alongside purpose-built apparel such as the Radical AirFlow racing top and Lava Loft down jacket. Nike Trail will also transition into ACG, leveraging Nike’s running heritage to deliver innovations for athletes of all abilities and intensities. Its first global standalone store opens this month in Beijing’s Taikoo Li Sanlitun shopping center, serving as a physical manifesto of the brand’s spirit. Financial report Adidas logs dual gains in revenue and profit for Q4 2025 On January 29, Adidas released its preliminary earnings report for the fourth quarter and full fiscal year of 2025. Q4 revenue reached 6.08 billion euros ($7.1 billion), up from 5.97 billion euros in the same period a year earlier, while operating profit for the quarter more than doubled, rising to 164 million euros ($192.9 million). For the full 2025 fiscal year, Adidas’ annual revenue climbed to a new high of 24.81 billion euros ($29.1 billion), with double-digit growth in all markets and channels.

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Global sportswear brands gear up for China’s outdoor boom