As autumn turns to winter, five international outdoor brands have opened their first stores in the Chinese Mainland.
Nike’s outdoor brand ACG has begun construction on its first store in China, at Taikoo Li Sanlitun in Beijing, signaling a clear strategic focus on the trail-running market. Meanwhile, Norwegian premium outdoor brand Norrøna, British cycling lifestyle brand Rapha, Italian outdoor footwear brand CRISPI, and American outdoor socks brand Smartwool have all launched their first Chinese Mainland stores in either Shanghai or Beijing.
The arrival of this new wave of highly specialized outdoor brands marks the beginning of a more professional and segmented phase for the outdoor market in China.
ACG
In November, Nike’s outdoor brand ACG launched construction hoardings for its first store in the Chinese Mainland at the southern zone of Taikoo Li Sanlitun, Beijing.
Originally launched in 1989 with a focus on hiking and cycling, ACG—short for All Conditions Gear—designs outdoor gear built to perform in all terrains and all weather conditions. In recent years, however, ACG has become closely associated with street-style fashion trends, particularly the booming “Gorpcore” aesthetic.
After a period of stagnation in the early 2000s, Nike rebooted ACG in 2014, with Errolson Hugh, co-founder and designer of the German technical outdoor brand ACRONYM®, leading the design. His tenure infused the brand with a functional design philosophy and lasted nearly five years.
In 2024, Nike announced a renewed commitment to ACG, appointing Dong Wei—Chairman and CEO of Nike Greater China—as the global CEO of Nike ACG. He now leads the global ACG business across product, branding, and sales, driving its development both worldwide and in China.
Over the past six months, Nike ACG has released a series of new outdoor gear, including the Ultrafly Trail running shoes set to officially launch in Spring 2026, reinforcing the brand’s positioning in high-performance outdoor apparel and trail running.
This initiative is part of Nike’s broader strategy to reposition ACG as a key player in the trail running shoe market. More broadly, it aligns with CEO Elliott Hill’s strategic direction to refocus on core sports categories such as running, especially as Nike faces intensifying competition in niche segments.
In the Chinese market, Nike ACG has launched several campaigns targeting the trail-running community. In February this year, Nike became the exclusive title sponsor of the Chongli 168 Ultra Trail Race, one of the top trail running events in China. This not only rapidly built ACG’s professional and credible image within the country’s hardcore outdoor circles but also enabled Nike to deepen engagement with core users through the “Nike ACG Chongli 168 Wild Training Camp,” which offered weeks of professional training support to participants.
Analysts note that Nike is currently in catch-up mode in the outdoor segment, especially in China. Its previous lack of focus on the outdoor market may partially explain its declining share in the global sportswear market in recent years. In contrast, brands like Salomon and HOKA—both leaders in trail running shoes—have surged ahead during this period.
Rapha
In November, British cycling lifestyle apparel brand Rapha opened its first Rapha Clubhouse in the Chinese Mainland on Donghu Road in Xuhui District, Shanghai.
In 2004, British cycling enthusiast Simon Mottram founded Rapha after noticing a lack of stylish yet professional cycling apparel on the market. Initially, the brand offered limited editions of retro and minimalist cycling gear.
In 2013, Rapha replaced adidas as the apparel supplier for Team Sky, a top-tier professional cycling team under the Union Cycliste Internationale (UCI), propelling the brand into the spotlight within the cycling community.
Since then, Rapha has expanded into a full-spectrum cycling lifestyle brand, selling gear and accessories, organizing and sponsoring cycling events, and operating cycling clubs globally.
In 2015, Rapha launched the Rapha Cycling Club (RCC), bringing together cycling enthusiasts from around the world. This community has become a cornerstone of Rapha’s brand culture.
In 2017, American private equity firm RZC Investments acquired a controlling stake in Rapha. RZC was founded by Steuart Walton and Tom Walton, grandsons of Walmart founder Sam Walton.
In April 2024, Rapha entered the Chinese market through a Tmall flagship store. By October 2024, the brand hosted a week-long Rapha Rides pop-up event in the trendy “Xiansuo” area of Jing’an District, Shanghai, marking the debut of RCC events in China.
In just over a year since entering China, Rapha’s community has grown rapidly. The RCC now has over 400 members in Shanghai and Beijing.
The newly opened Rapha Clubhouse in the Chinese Mainland is located in a restored heritage building from 1925, in the historic Hengshan-Fuxing Road Preservation Zone in Shanghai. Inspired by Italian cafés, the space reimagines the concept of “Circolo” (Italian for “club”), creating a modern communal hub for cycling culture.
It serves as the brand’s urban base for cycling culture, regularly hosting group rides and community events, and offering cyclists a shared space to connect over coffee and cycling.
The interior design blends British industrial aesthetics with vintage elegance, using materials such as walnut wood, stainless steel, white oak, and ceramic tiles, accented with Rapha’s newly adopted green brand color.
The Clubhouse also debuts the world’s first co-branded retail concept space between Rapha and high-performance bicycle brand Factor Bikes. This collaboration integrates Rapha’s performance cycling apparel with Factor’s top-tier racing bike engineering to deliver a seamless cycling experience. In September this year, Factor opened its first store in China at HKRI Taikoo Hui, Shanghai.
CRISPI
In November, Italian outdoor footwear brand CRISPI opened its first store in the Chinese Mainland at Kerry Parkside in Pudong, Shanghai, in collaboration with Beijing Sanfo Group.
Founded in 1975 in Italy, CRISPI is rooted in the traditional shoemaking craftsmanship of the Montebelluna region and remains committed to “Made in Italy” handcrafting.
CRISPI’s footwear emphasizes a “zero break-in” philosophy and exceptional durability, advocating that “shoes should adapt to the feet, not the other way around.” Compared to brands that lean more toward functional segmentation, CRISPI places greater emphasis on balancing overall wearing comfort with long-term durability—making it well-suited for intensive outdoor users.
Most of CRISPI’s footwear is equipped with Gore-Tex® waterproof technology, allowing wearers to move seamlessly between mountain trails and urban settings. Its classic MONACO hiking boot is widely recognized and respected within outdoor enthusiast communities.
CRISPI’s product portfolio now spans multiple categories, including alpine skiing, technical mountaineering, urban utility, and tactical military boots.
The brand entered the Chinese market around 2009 through online channels. Over the years, based on consumer feedback, CRISPI developed exclusive last molds specifically for the Chinese market.
The new flagship store carries forward CRISPI’s “simple yet refined” Italian mountain aesthetic, with a dominant color palette of earthy brown and natural wood tones. Transparent glass display cabinets and the absence of superfluous décor reflect the brand’s ethos of “meticulous craftsmanship takes time.”
Smartwool
In November, American outdoor sock brand Smartwool revealed hoardings for its first store in the Chinese Mainland at Beijing Raffles City.
Smartwool was the first outdoor company to create high-performance Merino wool ski socks. It was founded in 1994 in Colorado, USA, by husband-and-wife ski instructors Peter Duke and Patty Duke.
As ski coaches, the Dukes discovered that traditional synthetic socks often left feet cold and damp, severely impacting performance. To address this, they sourced Merino wool from New Zealand and partnered with local farms to develop weaving techniques suitable for making Merino wool ski socks.
Compared to traditional wool, Merino wool has finer fibers, offering a soft, itch-free feel along with superior moisture-wicking and temperature-regulating properties. Smartwool’s Merino wool hiking socks are ideal for both mountaineering and winter sports like skiing, redefining the standard for outdoor socks by providing warmth without overheating, dryness without odor.
In 2005, American outdoor lifestyle brand Timberland acquired Smartwool for USD 82 million. In 2011, Timberland was acquired by U.S. apparel giant VF Corporation, the parent company of The North Face, bringing Smartwool into VF’s portfolio of apparel and footwear brands.
Merino wool remains Smartwool’s core material. Beyond its signature socks, the brand has expanded into a broader apparel collection, including Merino wool base layers, pants, sweaters, and jackets, as well as accessories such as wool hats, scarves, and gloves.
Smartwool’s brand philosophy, “go far. feel good.” reflects its commitment to providing comfort and ease for outdoor adventurers, long-distance travelers, and daily commuters across all scenarios.
Norrøna
In October, Norwegian premium outdoor brand Norrøna (nicknamed “Old Man Head” in Chinese) opened its first store in the Chinese Mainland at Kerry Parkside in Pudong, Shanghai, along with the launch of its official Tmall flagship store.
Norrøna was founded in 1929 by Norwegian outdoor enthusiast Jørgen Jørgensen and is headquartered near Oslo. Now in its fourth generation of family ownership, the brand has evolved from a small workshop producing belts and backpacks into a technical outdoor apparel and gear company.
In the 1970s, under the leadership of third-generation owner Ole Jørgen Jørgensen, Norrøna developed the world’s first tunnel tent, the Ravneskar, and its three-section climbing backpack helped climbers summit Mount Norsaq in 1973—solidifying its reputation for professional-grade equipment.
In 1977, Norrøna became the first European company to incorporate Gore-Tex® fabric into mountaineering gear, ahead of many now-famous brands. In 1985, Norrøna’s Arktis series supported a Norwegian expedition team in successfully summiting Mount Everest.
While continuing to focus on core professional categories like skiing and climbing, the brand has expanded into specialized segments such as mountain biking, trail running, surfing, and urban lifestyle collections. Norrøna’s bold use of contrasting colors, reflecting Nordic design aesthetics, has made its products highly recognizable.
This marks Norrøna’s second attempt to enter the Chinese Mainland market. In late 2016, the brand was introduced by Beijing Lvxingshu Outdoor Products Co., Ltd. (now renamed Klättermusen (Beijing) Outdoor Products Co., Ltd.), and its products were available at Sanfo’s Wanti store in Shanghai. However, in 2018, Norrøna announced its withdrawal from the Chinese market.
Note: Klättermusen (Beijing) Outdoor Products Co., Ltd. is a joint venture between Sanfo Outdoor and KLATTERMUSEN SINGAPORE PTE. LTD.
This time, Norrøna has entered into an exclusive distribution partnership with Chinese sports retail operator Topsports. Leveraging its extensive experience in brand management and full-chain operations, Topsports will oversee Norrøna’s brand communication, marketing campaigns, omnichannel sales, and user engagement in the Chinese market.
| Image Credit: Official websites and social media accounts of ACG, Rapha, Topsports, and other brands | | Editor: LeZhi
