‘Gorpcore’ nation: China’s love affair with technical wear

From cycling jerseys to mountaineering boots, Chinese consumers are trading designer handbags for high-performance gear, driving the country’s outdoor sports market to $55.8 billion in 2024 — a 20% surge that signals luxury spending is pivoting toward active lifestyles. Today’s affluent Chinese urbanites are investing in $300 Gore-Tex jackets and premium hiking boots, with outdoor equipment becoming the new luxury frontier as health-conscious consumers embrace “performance luxury.” Category champions: Where the money’s flowing The shift is dramatic and measurable. Cycling apparel and equipment exploded 54% to $747 million, while outdoor jackets and shell pants jumped 49% to $2.7 billion. And mountaineering and hiking shoes climbed 52% to $495 million, according to new data from WPIC Marketing + Technologies, numbers that would make any luxury brand envious. “Cycling gear, quick-dry wear, and hiking footwear are among the fastest-growing segments, reflecting China’s heightened engagement in fitness and adventure sports,” says Jacob Cooke, CEO of WPIC Marketing + Technologies. ‘Gorpcore’ goes mainstream The trend extends beyond pure performance. The report identifies “gorpcore” — wearing outdoor-inspired clothing in urban settings — as a key driver, with consumers purchasing technical outerwear for both functionality and street credibility. Quick-drying wear reached $253 million, up 42%, while skiing equipment hit $432 million, up 22%, as winter sports culture expands beyond Beijing’s Olympics legacy. Douyin disrupts the game Social commerce platforms are revolutionizing discovery and purchase patterns. Douyin has emerged as a category disruptor, growing 97% in the sports segment compared to Tmall’s 3% decline. The platform’s short-video format proves particularly effective for demonstrating technical features and lifestyle aspirations. “Social platforms are no longer just about discovery — they have become powerful sales engines,” Cooke says. Travel and fitness influencers excel at converting impulse buyers, with cycling equipment seeing 48% growth on Douyin alone. For international outdoor brands, China’s evolving luxury landscape demands omnichannel strategies that blend traditional e-commerce with social engagement to capture this dynamic, fast-growing category where performance meets prestige.

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‘Gorpcore’ nation: China’s love affair with technical wear