The Chinese outdoor market continues to heat up, with international brands launching a new wave of market entries.
Luxe.CO Intelligence, the industrial research institute under Luxeplace, has long tracked and studied the brand activities of global outdoor sports brands. Since the beginning of 2024, Luxe.CO Intelligence has identified 17 international outdoor sports brands entering the Chinese market for the first time through the launch of online and offline flagship stores.
According to the latest findings from Luxe.CO Intelligence, three more international outdoor sports brands have recently made their debut in the Chinese market:
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GREGORY, the American outdoor gear brand specializing in backpacks
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NNormal, the Spanish outdoor brand co-founded by legendary trail runner Kilian Jornet
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Craft, the Swedish performance sportswear brand known for outfitting the Swedish Royal Air Force
Among them, GREGORY has opened its first offline store in China at Grand Gateway 66 in Shanghai; NNormal held its launch event at the Golden Coast Trail Running Race in Wenling, Zhejiang Province; and Craft will open pop-up stores at Zhangyuan in Shanghai and Nanjing Deji Plaza.
Gregory
Country: United States
Founded: 1977
Core product category: Outdoor backpacks
Backpack price range: RMB 354–3,134 [approx. USD 49–435]
Wayne Gregory, an outdoor enthusiast, crafted his first external frame backpack out of wood at the age of 14. His passion for backpack design led him to several entrepreneurial ventures in the field, eventually founding Gregory Mountain Products in 1977.
GREGORY has gained popularity among outdoor enthusiasts for its ergonomic large-pack suspension systems, durable and eco-friendly materials, innovative design, and gender-specific fits. It was the first brand in the world to incorporate fully waterproof Shelter-Rite® fabric into its backpacks.
GREGORY promotes the concept “Don’t carry it, wear it,” advocating that a backpack is not just a tool for carrying gear but also an extension of personal style and self-expression. Its adjustable shoulder strap system allows the backpack to fit like a tailored suit.
According to the brand’s official website, all GREGORY backpacks are handcrafted by skilled artisans at its headquarters in Salt Lake City, Utah.
In 2014, GREGORY was acquired by Samsonite, the world’s largest luggage manufacturer.
On March 27, GREGORY officially opened its first offline store in China on the fifth floor of Grand Gateway 66 in Shanghai.
The store’s layout features distinct areas such as a brand history wall, high-performance outdoor collections, and urban leisure lines. Products on display include its iconic Baltoro and Deva series, as well as the new Kiro line.
The Kiro daypacks feature the innovative Cloud Control hip belt and perforated 3D foam back panel, providing a comfortable and snug fit ideal for long hikes. The Jawbreaker series, made with sustainable materials and a unique design, is tailored for urban commuting and everyday use.
Today, GREGORY’s product line has expanded beyond the outdoor category to include backpacks for adventure, everyday life, lifestyle, travel, and camping.
Above: GREGORY KIRO daypack
NNormal
Country: Spain
Founded: 2022
Core product category: Trail running shoes
Shoe price range: RMB 968–1,868 [approx. USD 134–258]
In 2022, world-renowned mountaineer and legendary trail runner Kilian Jornet co-founded the outdoor brand NNormal with Camper, a Spanish family-owned footwear company.
Known as “King K,” Kilian Jornet is widely regarded as one of the greatest trail runners of all time. He parted ways with his longtime sponsor, Salomon, to launch NNormal.
Above: Kilian Jornet
The brand name NNormal reflects two meanings: one, a shorthand for “Not Normal,” implying ordinary yet extraordinary; and two, a combination of “Nor-way” and “Mal-lorca,” the locations where the brand’s products are designed and tested.
From its inception, Kilian Jornet has been deeply involved in NNormal’s business operations, contributing to both product design and brand philosophy.
Born in the Spanish Pyrenees, Jornet grew up surrounded by mountains, instilling in him a deep love for trail running and a profound respect for nature. He is also a prominent environmental advocate.
Sustainability is a core principle of NNormal, which aims to “redefine the relationship between outdoor sports and nature through a new way of thinking.” The brand’s slogan is “Your Path, No Trace.”
Its products are designed for durability and reparability. For example, the Kjerag 01 running shoe boasts a lifespan of over 1,000 kilometers.
The brand pledges to donate 1% of its sales to the Kilian Jornet Foundation to support environmental protection. It is also pursuing B Corp certification to affirm its commitment to social and environmental impact, leveraging business as a force for sustainability.
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Recently, during the Golden Coast Trail Running Race in Wenling, NNormal held its brand launch event in the Chinese Mainland, attended by the global CEO and several senior executives. A group hike-and-clean activity was also organized to promote environmental awareness.
The trail running shoes NNormal debuted in the Chinese Mainland include:
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The Kjerag model, worn by champions at the Golden Trail Series events in Zegama, Spain, and the Mont Blanc Marathon in France
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The Tomir Waterproof series
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The Tomir 1.0, a versatile trail shoe personally endorsed by Kilian Jornet
These models mentioned above are suited for a variety of terrains and everyday sports.
NNormal’s product lineup now spans trail running shoes, hiking shoes, apparel, and accessories. The brand recently launched the market’s first modular, detachable trail running shoe, the Kboix. This innovation allows runners to switch among three different midsoles based on terrain and body type, showcasing the brand’s technical ingenuity.
Above: NNormal Kboix trail running shoes
Craft
Country: Sweden
Founded: 1977
Core product categories: Performance sportswear, running shoes
Price range for apparel and running shoes: RMB 135–744 [approx. USD 18–102]
Craft is a Swedish performance sports brand established in 1977, providing high-performance apparel solutions for athletic training and competition.
During Sweden’s long winters, post-exercise sweat would soak through clothing and rapidly cool the body, negatively affecting athletic performance. In 1973, Craft’s founder Anders Bengtsson developed a revolutionary moisture-wicking fabric called DRYACTION®, which was adopted for base-layer uniforms by the Swedish Royal Air Force. This innovation enabled pilots to stay dry and comfortable even in extreme conditions, significantly boosting operational efficiency.
To this day, this technology remains a core competitive advantage for Craft. It laid the technological foundation for the brand’s signature baselayer product line.
Since the 2000s, Craft has gradually expanded into specialized apparel for cycling, running, skiing, yoga, and more.
Notably, while Craft built its reputation on functional sportswear, its footwear offerings have garnered increasing interest among everyday sports enthusiasts in recent years. The brand’s footwear line now includes models suited for road running and trail running.
Craft is part of the Swedish brand management company New Wave Group.
In April, Craft will launch immersive brand experience spaces at Zhangyuan in Shanghai and Nanjing Deji Plaza, marking the brand’s first single-brand offline retail presence in the Chinese market.
On April 24, an immersive Nordic running experience zone will be set up in Shanghai Zhangyuan, featuring self-powered treadmills and simulated environments for road running, hybrid running, and trail running. This setup will allow consumers to test the technical performance of Craft products across various conditions.
On April 25, Craft will open a retail space at Deji Plaza in Nanjing, where customers will be invited to interact with and test out products—including the spotlighted Kype Pro running shoes—through a series of hands-on experience sessions.
The Kype Pro running shoe, showcased as a key product for the brand’s China launch, incorporates three new technologies:
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A midsole made from a hybrid of Xx Foam and Pebax for enhanced energy return
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A lightweight carbon fiber plate
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A split heel design that reduces ground contact area, enabling quicker forefoot lift-off
Above: Craft Kype Pro running shoes
Luxe.CO has published two consecutive editions of the Luxe.CO Sports and Outdoor Brands China Power Ranking, evaluating over 200 sports and outdoor brands across five key dimensions: retail presence, marketing communication, experiential environments, innovative design, and women’s business initiatives.
The second edition of the Luxe.CO Sports and Outdoor Brands China Power Ranking has now been released. Click the link below to explore the top-ranked brands and related business case studies from this edition.
Major Release | The Second Luxe.CO Sports and Outdoor Brands China Power Ranking
Note at time of writing: 1 USD is approximately equal to RMB 7.3; 1 EUR to RMB 8.3; and 1 SEK to RMB 0.76.
| Image Creedit: official brand websites, WeChat, and Weibo
| Editor: Zhu Ruoyu
