How 15 Chinese athleisure brands track a changing urban mood
Anta’s namesake line is lagging and China’s yoga labels have stalled, while homegrown outdoor brands such as Kailas and Pelliot are growing fast.
Kailas’ Fuga Store, Chamonix, France, opened in August 2026. Image: Kailas Fuga
Kailas’ Fuga Store, Chamonix, France, opened in August 2026. Image: Kailas Fuga
Contents
- Why is Anta’s namesake brand lagging while Fila and Jack Wolfskin now drive most of the Chinese sportswear group’s revenue growth?
- Where are Li-Ning, Xtep and 361° looking for new growth as demand for their mainstream sportswear slows in China’s mass market?
- Why did Maia Active, once a leading Chinese challenger to Lululemon, lose momentum before Anta bought a controlling stake in 2023?
- What happened to Particle Fever, Neiwai and Moly Vivi after venture capital poured in and the brands stopped publishing their sales figures?
- Why are China’s middle-class consumers moving beyond yoga to Hyrox and trail running just as Alo and NikeSkims open Shanghai pop-ups?
- What is gorpcore, and how did Chinese shoppers turn hiking gear into city wear as outdoor spending passed 1 trillion RMB ($147 billion)?
- How are Kailas and Pelliot positioning themselves as homegrown alternatives to Arc’teryx, and what sets Nothomme’s vintage gorpcore look apart?
- How are Chinese brands such as Camel, Toread and Bosideng’s Areal moving into urban outdoor wear alongside sun-protection specialist Beneunder?
- What is après-ski style, and is it replacing gorpcore as the look Chinese shoppers search for on Xiaohongshu and Taobao?
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