Xtep brings Maye Musk into its race for relevance

On August 21, Maye Musk appeared at Xtep’s 2026 product launch at Shanghai West Bund Dream Center wearing the brand’s Zero Cloud Max line. A model with a long career in fashion and the mother of Tesla CEO Elon Musk, her appearance quickly drew attention on Chinese social media, pushing the event beyond the usual running crowd. Under the theme “Run to X,” the event combined product launches, athlete testing, academic research, celebrity appearances, and a fashion-led running show. Rather than simply showcasing performance shoes, Xtep used the occasion to extend beyond professional running into everyday sport and lifestyle — a key step in its ambition to become an “all-scenario running lifestyle brand.” At the center of the launch was the new 160X 8 racing series, comprising the 160X 8.0 Ultra, 160X 8.0 Pro, and 160X 8.0. The three models target elite racing, high-level competitive runners, and advancing marathoners, respectively, giving Xtep a more segmented product lineup across different levels of performance running. Xtep’s parent company, Xtep International, is one of China’s leading sportswear groups. Its core Xtep brand spans the mass and performance-running markets, while Saucony gives the group a foothold in the higher-end professional segment. According to its latest interim results, Xtep International generated RMB 6.79 billion ($1.01 billion) in revenue in the first half of 2026, while revenue from its core Xtep brand fell 2.2% year on year to RMB 5.92 billion ($881 million). Running has long been one of Xtep’s strongest brand credentials. But the field is far more crowded than it once was. Global sportswear giants, Chinese players, and specialist brands such as Hoka, On, and Saucony are all fighting for runners, while brands with little previous association with the category are also moving in. As carbon plates, cushioning technologies, marathon credentials, and running communities become standard industry norms, simply being “serious about running” is no longer much of a differentiator. That is what makes Maye Musk’s appearance more interesting. She may have helped Xtep reach an audience beyond the traditional running bubble, but attention is not the same as differentiation. In a market where products look increasingly alike and competition intensifies, Xtep has to prove more than its ability to generate buzz. As every brand fights for the same runner, the harder question is, why should consumers choose Xtep? Brand updates Descente Kids expands its push into junior golf The 2026 HSBC China Junior Golf Championship recently teed off at Longwangxi Country Club in Anji, Zhejiang. As the event’s official sponsor and apparel partner, Descente Kids expanded its partnership this year with a new “Star Champion Trophy” and refreshed “Star” competition apparel. Beyond the tournament, the brand also plans to bring golf activities into schools and communities, with the goal of introducing more children to the sport. Adidas turns Shanghai streets into running track From August 8 to 16, Adidas brought its Hyperboost “Three Stripes Energy District” to Shanghai, starting at Xujiahui Park and winding through Hengshan Road, South Urumqi Road, and Zhaojiabang Road. Designed to echo the brand’s mountain-shaped logo, the route came alive on the evening of August 15, when comedians Zhang Jun and Harry joined around 200 runners and streetwear enthusiasts for 3- and 5-kilometer night runs. The event also connected with nearby concept store Niansan, specialty coffee shops, and restaurants, weaving running into the everyday rhythm of the neighborhood. Vuori opens first south China store in Shenzhen On August 13, Vuori opened its first South China store at Shenzhen MixC. This was quickly followed by a second location at Shenzhen MixC World on August 21, marking a two-store push into the city. The MixC store carries over the brand’s blend of nature and urban design, using custom woodwork, sculptural fixtures, and outdoor-inspired details to evoke the ease of the California coast. The brand also introduced its women’s The Linework collection and a new tennis line in Cedar Shadow Green. Founded in California, Vuori has built its position in the premium active-lifestyle market around technical fabrics and products designed to move across workouts, commuting, and social settings. Its business now spans more than 30 countries and regions. The back-to-back Shenzhen openings point to south China becoming a key base for Vuori’s offline expansion in the country.

Xtep brings Maye Musk into its race for relevance

How Bottega Veneta weaved China’s forever it bag

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Xtep brings Maye Musk into its race for relevance

How Bottega Veneta weaved China’s forever it bag