At the dawn of the global outdoor sports movement, Swiss brand MAMMUT, founded in 1862, was already accompanying explorers as they ventured into the most extreme natural environments.
Today, in the most challenging outdoor activities such as alpine climbing, skiing, and rock climbing, MAMMUT is an unavoidable name. Its iconic Eiger Extreme series is highly recognized in outdoor circles and is widely regarded on social media as a top-tier product in the category.
Recently, Luxe.CO has observed that this high-end, professional outdoor brand, known as “the originator of softshell,” is significantly increasing its investment and stepping up its presence in the Chinese market.
In fact, as early as 2013, when outdoor sports were just beginning to emerge in the Chinese Mainland, MAMMUT was already hailed by outdoor enthusiasts as one of the “three legendary beasts” in the field, enjoying a stellar reputation among professionals.
Now, MAMMUT is going all in, actively vying for a larger share of the professional high-end outdoor market in China. According to exclusive information from Luxe.CO, MAMMUT China underwent strategic restructuring from 2021 to 2023 and achieved sustained growth over three consecutive years. In 2023, its growth rate reached 85%, and in 2024, the growth further surged to 97%, with 26 new stores opening this year alone.
As China’s outdoor market experiences explosive growth, consumer awareness and demand are evolving. After more than a decade of quietly operating in the Chinese market, what has MAMMUT accumulated and achieved? And how does it plan to accelerate its conquest of local consumers? What kind of differentiated growth trajectory might MAMMUT explore?
How a Pair of Softshell Pants Rewrote Outdoor Apparel Standards
Today, MAMMUT officially announced Chinese Mainland actor Zhang Ruoyun as its global brand ambassador.
The choice of an Asian face speaks volumes about MAMMUT’s emphasis on the Chinese market. In the brand’s promotional film, Zhang appears wearing MAMMUT’s star product—the Ultimate VII softshell.
First launched in 2000 for hiking and climbing, the Ultimate series has now gone through seven generations of upgrades, becoming one of MAMMUT’s flagship lines and consistently ranking among the most mentioned items on outdoor enthusiasts’ gear lists.
While celebrity endorsement has helped boost its popularity, what has sustained the series’ success for over 20 years is its formidable product strength, just like the prehistoric mammoth itself: low-key, steady, professional, and powerful.
As early as the 1980s, MAMMUT revolutionized outdoor apparel with the invention of the first softshell pants, creating a new paradigm that rivaled the traditional “hardshell” approach. This innovation firmly established MAMMUT as the pioneer of softshell technology.
Above: In 1984, MAMMUT product manager Albert Wenk invented the world’s first pair of softshell pants.
Compared with the classic “three-layer outdoor dressing system,” softshells offer an entirely different wearing experience.
The traditional “three-layer system”—comprising base layer, insulation layer, and protective layer—typically uses hardshells (which feature stiffer fabrics) as the outermost layer due to their excellent waterproof, windproof, and abrasion-resistant qualities. However, in terms of breathability and comfort, softshells (typically made with stretch fabrics) perform significantly better. By adding a water-repellent coating to insulating materials, softshells combine warmth and comfort with a degree of water and wind resistance.
Once primarily used by professionals to cross mountains and oceans, softshells now hold untapped potential—especially in China, a rapidly growing outdoor market.
For Chinese consumers today, it has only taken a few short years for outdoor activities to evolve from a viral trend to a lifestyle. As the normalization of outdoor pursuits becomes inevitable, the scenarios in which outdoor apparel is worn are also shifting—from mountaineering, rock climbing, trail running, and skiing to glamping, urban outdoor wear, and even daily commuting. The boundary between the outdoors and everyday life is increasingly blurred.
This transformation has created new consumer demands: products that cater to diversified scenarios and also feature a certain degree of fashion appeal. Softshells have arrived at just the right time.
In the softshell category, MAMMUT is a powerful contender for consumer mindshare. Whether due to its pioneering status in product innovation or the functionality and style of its offerings, MAMMUT’s softshells have been validated by the market.
The brand’s flagship Ultimate series exemplifies this dual functionality. The Ultimate VII softshell uses a three-layer GORE-TEX WINDSTOPPER fabric, delivering excellent windproof, breathable, and water-repellent performance. Its use of four-way stretch materials on both the surface and lining, along with elastic cuff designs, enhances comfort and mobility.
Meanwhile, the Ultimate Comfort softshell features MAMMUT’s proprietary SOFtech™ fabric. Beyond windproofing, breathability, and water resistance, it incorporates four-way stretch, 10% wool in the lining, and raglan sleeves, offering a distinctively comfortable wearing experience.
Above: MAMMUT’s Ultimate series softshells.
It is worth noting that the Ultimate series fabrics use PFC-free water-repellent treatments, a detail that reflects MAMMUT’s commitment to sustainability. In 2018, MAMMUT formulated its climate strategy based on its annual carbon footprint data, with the goal of achieving net-zero greenhouse gas emissions by 2050.
In addition to adopting cleaner production processes, MAMMUT has taken multiple steps to protect mountain environments: increasing the use of low-carbon materials, operating its factories on renewable energy, and enhancing its repair services to extend product lifespans. Furthermore, the upcoming MAMMUT ULTIMATE VIII softshell, scheduled for launch in the second half of the year, will be 100% PFC-free and certified by bluesign®.
According to information from the brand, MAMMUT is seeing a growing number of female consumers. Fit and color options may be key factors attracting them. On social media, many female customers posting about the MAMMUT Ultimate series have showcased the diverse color choices and styling suggestions.
In product design, MAMMUT demonstrates respect for local consumers by offering Asian fits tailored to the body shapes of Asian consumers, and it is gradually developing fits even more suited to Chinese body types.
As for colors, MAMMUT draws inspiration from Swiss alpine aesthetics while catering to Chinese consumer preferences, offering a wide range of color options. On MAMMUT’s official WeChat Mini Program, the women’s Ultimate VII softshell, priced at RMB 2,998 [approximately USD 415], is available in as many as 14 colors; the women’s Ultimate Comfort softshell, priced at RMB 2,598 [approximately USD 360], comes in 13 colors. Meanwhile, the men’s Ultimate VII softshell and Ultimate Comfort softshell, priced at RMB 2,798 [approximately USD 387] and RMB 2,598 [approximately USD 360] respectively, are available in 6 and 9 colors. Many of these color options are already marked as sold out.
Above: MAMMUT Ultimate VII softshell (left 1, 2) and Ultimate Comfort softshell (right 1, 2).
Why MAMMUT and Outdoor Enthusiasts Share a “Life-or-Death Bond”
China’s outdoor market is flourishing across the board. On one hand, professional outdoor athletes continue to make breakthroughs: Chinese climbers have successfully summited Mount Fitz Roy in Patagonia, and a Chinese athlete has won a silver medal in sport climbing at the Paris Olympics. On the other hand, a growing number of everyday enthusiasts are flocking to participate in extreme sports, with famous outdoor routes like the Qinling Aotai Line, Mount Zhu-Yu, and the Taihang Mountains frequently going viral.
However, despite the expanding market size, from a professional standpoint, China’s outdoor sector remains in a “wild growth” phase.
According to the “2024 China Outdoor Adventure Accident Report” released by the China Exploration Association, there were 335 outdoor adventure accidents reported within the Chinese Mainland in 2024. Although the overall accident rate has significantly declined compared to previous years, since peaking in 2021, risks remain significant.
Behind the market’s rapid expansion, issues such as a lack of professional knowledge, inadequate gear, and uneven guide qualifications are exposing outdoor enthusiasts to risks—especially in high-difficulty outdoor activities.
Such growing pains are perhaps an inevitable phase in outdoor sports development, just as they were in the West.
In the 1780s, when Westerners first summited Mont Blanc—the highest peak in Western Europe—the age of alpine exploration began, marked by both triumph and tragedy. Throughout this history, MAMMUT has stood out for its commitment to safety, accompanying generations of extreme adventurers. Today, MAMMUT remains deeply rooted in high-alpine activities such as mountaineering, rock climbing, skiing, and trail running.
In 1862, Kaspar Tanner founded a small rope-making workshop in Dintikon, northern Switzerland, at a time when the Alpine Golden Age was transitioning into the Silver Age. Although ropes for agriculture were typically made from hemp, many mountaineers relied on these early ropes to achieve historic summits—often at great personal cost.
Above: MAMMUT founder Kaspar Tanner (left) and the rope-making workshop he founded (right).
From its humble beginnings, the company evolved into Seilwarenfabrik AG Lenzburg, the forerunner of MAMMUT. In 1943, the company officially rebranded as Mammut Seile. Across two generations, from Kaspar Tanner to his son Oscar Tanner, MAMMUT continuously refined and innovated rope-making technologies. With the invention of Nylon 66 in the 20th century, MAMMUT launched the Mammut Argenta glacier rope in 1952, made entirely of nylon. Later, in 1964, MAMMUT developed the MAMMUT Dynamic rope, the first UIAA-certified dynamic climbing rope, setting new safety standards for mountaineering.
Above: MAMMUT rebranded as Mammut Seile in 1943 and introduced its iconic mammoth logo.
Above: The 1960s MAMMUT factory (left), Mammut Argenta glacier rope (center), and MAMMUT Dynamic climbing rope (right).
MAMMUT’s commitment to safety did not stop there. Entering the era of technological innovation, the brand continued to protect adventurers through high-tech products.
Just four years later, MAMMUT launched the first generation of the Barryvox avalanche transceiver, named after a legendary St. Bernard rescue dog.
In traditional Swiss Alpine rescue operations, St. Bernard dogs were beloved for their exceptional service. MAMMUT’s Barryvox device, by taking on the mission of safeguarding outdoor adventurers, earned similar respect and trust.
Above: Barryvox is a device capable of sending and receiving radio signals, enabling the quick and accurate location of avalanche victims and greatly improving survival rates.
Following this, MAMMUT gradually introduced a complete range of gear for extreme outdoor environments, including climbing and mountaineering. To this day, MAMMUT remains one of the world’s largest manufacturers of mountaineering and outdoor equipment, and one of the few brands that offers a full lineup of outdoor gear.
Over the course of a century, MAMMUT and adventurers have forged a “life-or-death bond,” advancing together through countless challenges. This deep emotional reliance and trust perfectly encapsulate MAMMUT’s “alpine DNA.” Its image of professionalism, performance, and reliability has built an unshakable brand moat—one that goes far beyond mere commercial brand value. Centuries of proven practice have become the strongest testament to MAMMUT’s formidable product capabilities, ensuring its commanding presence in the global outdoor market.
Above: A climber using MAMMUT gear in 1995.
Since entering the Chinese market in 2013, MAMMUT has remained true to its roots, steadily building a reputation among niche professional outdoor enthusiasts. This has laid a solid foundation for the brand’s long-term growth and broader appeal while continuing to promote the core elements of outdoor sports—an alpine spirit and a commitment to safety awareness.
Today, as outdoor sports in China mature across various segments—from extreme outdoor pursuits to more casual outdoor lifestyles—MAMMUT and Chinese outdoor enthusiasts share a deep emotional connection built on safety and a spirit of challenge.
Above: MAMMUT’s Spring/Summer 2025 climbing collection.
Focusing on the Chinese Market, MAMMUT Accelerates Its Expansion!
For many outdoor enthusiasts, MAMMUT’s increased focus on the Chinese market is a welcome development.
After more than a decade of groundwork in China and riding the wave of the booming outdoor sector, MAMMUT is now exploring how to expand its audience and engage in deeper conversations with consumers. Appointing a brand ambassador is merely one strategic move aimed at connecting with younger audiences and boosting brand visibility.
Behind this lies a comprehensive transformation, spanning from communications and marketing to retail channel experiences.
Currently, MAMMUT’s primary consumers in China are economically empowered middle-class individuals aged 28 to 40, with men making up the majority. However, in today’s outdoor boom, a new cohort of young, affluent Gen Z consumers is emerging. This group places greater emphasis on emotional and cultural resonance, as well as community identity. By selecting a brand ambassador highly popular within this demographic, MAMMUT can effectively establish a communication bridge with them.
In addition, MAMMUT is investing heavily in transforming its retail channels.
According to Luxe. CO’s understanding, MAMMUT added 26 new stores in the past year, including locations in Tianjin MixC and Taiyuan MixC. Moving forward, the brand will continue focusing on premium department stores and luxury malls in first- and second-tier cities, aiming to strengthen its high-end brand image.
Above: In April 2025, MAMMUT opened a LIGHTHOUSE concept store at IKEA LIVAT Beijing.
Meanwhile, the nature of its stores is also undergoing a major shift—from traditional retail spaces to comprehensive experiential hubs that integrate product experience, community interaction, and brand storytelling.
In October 2024, MAMMUT opened a U-Level Concept Store at Beijing China World Mall. The store layout is divided into areas dedicated to the Eiger Extreme Series, the Professional Outdoor Series, and the Urban Outdoor Series, catering to the diverse scenarios of modern consumers. Many of MAMMUT’s stores also feature displays highlighting milestones in the brand’s history and innovations, creating an immersive environment that underscores its century-old outdoor heritage.
MAMMUT’s presence is increasingly visible at major professional events in China as well. The brand has sponsored competitions such as the 2025 FWT QUALIFIER Freeride World Tour, the 2025 Huangshan Huizhou Ancient City 100km Trail Race, and organized events like the 2025 MAMMUT Moganshan Spring Trail Race and the MAMMUT Climbing League. It has also formed its own trail running team. Covering a wide range of activities—from trail running and skiing to climbing and mountain running—MAMMUT continues to provide athletes with high-quality safety equipment and apparel, reinforcing its image as a brand that prioritizes safety.
Above: 2025 MAMMUT Moganshan Spring Trail Race (left) and 2025 MAMMUT Huangshan Huizhou Ancient City Trail Race (right).
｜Image Credit: Provided by the Brand
｜Editor: Zhu Ruoyu
