Young outdoor enthusiasts embrace looking good while working up a sweat

The Chinese market continues to attract attention from global outdoor sports brands, with three leading entrants making recent market debuts. US outdoor equipment and backpack brand Gregory; Spanish trail running shoe brand NNormal, co-founded by legendary athlete Kilian Jornet; and Swedish sports apparel brand Craft, have launched their initiatives in China, signaling a larger trend in the burgeoning outdoor sports industry.

Among these new entries, Gregory opened its first store in Shanghai at the bustling Grand Gateway 66.NNormal chose to showcase its brand in March during the Wenling Golden Coast Trail race in Zhejiang province. Craft plans to capitalize on this growing market by opening pop-up stores in prominent locations, including Shanghai's century-old historic site Zhangyuan and Nanjing's Deji Plaza, further diversifying consumer access to premium outdoor products.

Eyeing the rising outdoor market, top sportswear companies have geared up for more market share. For example, Anta Sports Products Ltd recently acquired German outdoor brand Jack Wolfskin for $290 million from Topgolf Callaway Brands.