We know that species evolve continuously, and outstanding brands do the same.
As Charles Darwin explained in his 1859 book On the Origin of Species, species compete for survival through natural selection, with the fittest being selected to thrive.
Two years after the book’s publication, the discovery of the Archaeopteryx fossil provided critical evidence of evolution.
In the fiercely competitive outdoor market, Arc’teryx, a brand that uses this iconic fossil as its logo, has become the most desirable symbol for professional outdoor enthusiasts in the Chinese Mainland.
From the very first day of its creation, a brand faces intense “competition for survival,” undergoing the rigorous process of “user selection.” Cultivating a robust evolutionary capacity is a challenge that requires continuous vigilance for a brand to sustain and grow stronger.
The allure of Arc’teryx has garnered attention across the industry. How has the brand managed to stand out in such fierce competition? Why do users choose Arc’teryx?
Through this article, Luxe.CO seeks to explore the self-driven innovations in Arc’teryx’s evolution that can inspire the wider industry.
Evolution Rule #1: Expanding the Imagination of Retail Spaces Ahead of the Industry and Consumers
In its most recent Q3 earnings call, Anta Sports’ Global CEO, Ding Shizhong, highlighted Arc’teryx, stating, “Arc’teryx has delivered another exceptionally strong quarter,” attributing the group’s growth primarily to this flagship brand.
Within Anta Sports, a $14 billion group, Arc’teryx is the fastest-growing and largest brand. Over the past four quarters, its revenues have grown by 26%, 44%, 34%, and 34% year-over-year, leading the group’s growth consistently.
Examining Arc’teryx’s evolution, particularly its recent activities in the Chinese market, its investments in and iterations of retail store concepts stand out prominently.
Arc’teryx store in Chengdu Taikoo Li
Arc’teryx store in Beijing Sanlitun
From visually striking artistic barricades erected before new store openings to the launch of its new Cliff House retail concept; from the world’s highest-altitude store in the Shangri-La Mountains of Tibet to urban flagship stores spanning thousands of square meters; and the soon-to-open fourth ReBIRD™ Workshop in Songhua Lake next week—Arc’teryx continues to challenge traditional perceptions of outdoor retail spaces. Many of these innovations are now leading trends across the industry.
Arc’teryx artistic barricades
Arc’teryx Songtsam store
Notably, the Arc’teryx Museum, which opened earlier this year, has already become a pilgrimage site for outdoor enthusiasts in the fashion capital of Shanghai.
Arc’teryx Museum in Shanghai
Anta Sports’ CEO Ding Shizhong emphasized: “This flagship store has created a tremendous impact in the market.” He also noted in the earnings call that the success of Arc’teryx’s retail model in the Chinese Mainland is offering valuable insights for its new stores in the U.S. and other regions.
Arc’teryx’s largest experiential flagship store globally, located on West Nanjing Road in Shanghai, spans approximately 2,400 square meters. On December 21, it will host the launch of a new exhibition: Arc’teryx Genesis and Evolution Exhibition.
This exhibition is co-curated with the Institute of Vertebrate Paleontology and Paleoanthropology (IVPP) and its NICE PaleoVisLab. It will, for the first time, reconstruct the excavation process of the most complete Archaeopteryx fossil, the “Berlin Specimen,” with museum-grade precision.
The 150-million-year-old fossil, central to the exhibition, represents the evolutionary transition from dinosaurs to birds. Using cutting-edge research technologies, the scientific team has achieved an unprecedentedly detailed reconstruction of the entire skeleton. Visitors can interact with a 3D modeling installation to observe the legendary fossil from multiple angles.
Archaeopteryx fossil from the Middle Jurassic period, marking the evolutionary shift from dinosaurs to birds
The exhibition integrates the evolution of natural species with the brand’s evolution in the extreme outdoor domain. This dual narrative provides a tangible understanding of the genetic foundation and driving forces behind the Arc’teryx brand.
In 1991, the brand’s founders discovered a photograph of the “Berlin Archaeopteryx” specimen in a book. This fossil became a symbol of learning from nature and challenging it—an emblem of evolution for outdoor enthusiasts.
The bravest individuals embrace harsh natural conditions, continually adapting to environments, overcoming failures, solving problems, and achieving breakthroughs. Just as Archaeopteryx and a select few species adapted to ever-changing natural environments and successfully survived, Arc’teryx embodies this spirit of evolution.
Arc’teryx founders: Dave Lane (left) and Jeremy Guard (right)
Evolution Rule #2: Embracing Failure to Refine the Ultimate Product
The Arc’teryx Genesis and Evolution Exhibition exhibition showcases the bbrand’srelentless pursuit of excellence, exemplified by the iterative evolution of the iconic Alpha SV hardshell jacket over 25 years. It also highlights the 29-year collaboration between Arc’teryx and W. L. Gore & Associates, the manufacturer of GORE-TEX fabric.
Alpha SV hardshell jacket
In 1995, building on the success of technical climbing gear like the Vapor harness and Bora backpack, Arc’teryx ventured into outdoor apparel. Remarkably, it became the first brand to secure a GORE-TEX fabric license before even launching its first clothing product.
Over the years, Arc’teryx and Gore have forged a close partnership, achieving milestones such as making GORE-TEX fabric lighter and convincing Gore to adopt narrower seam tapes for apparel construction, a change that took years of persistence.
Arc’teryx has endured countless failures and challenges in its quest for product evolution. Engineers meticulously tested and deconstructed prototypes, repeatedly refining new technologies to shave off a single gram of weight, narrow seam tapes by a millimeter, or improve zipper water resistance.
The seam-taping process of the Alpha SV
The hood structure and seam details of various Alpha SV iterations
Take the Alpha SV as an example. Since its 1998 debut, the jacket has undergone multiple iterations, reducing its weight from 708g to 485g. Seam tape widths have been slimmed from 17mm to just 8mm, and seam allowances have shrunk from 3mm to 1.6mm.
These incremental changes may seem negligible to the average user but are critical for extreme athletes and adventurers facing life-or-death challenges. Their gear serves as both a trusted companion and a lifeline.
For instance, to achieve the 8mm seam tape, Arc’teryx developed specialized needles and sewing machines in-house. Such “invisible” progress is part of the brand’s daily evolution.
Born in the rugged terrain of Canada’s Coast Mountains, Arc’teryx’s team, from product development directors to designers and testers, are often seasoned outdoor enthusiasts themselves. The brand also collaborates with elite athletes worldwide, integrating their real-world feedback into the product design process.
At the exhibition, Quentin Roberts, the youngest recipient of the Piolet d’Or (Golden Ice Axe) award, shared his experience of climbing the Alps with Arc’teryx gear. Roberts brought back firsthand insights from his adventures, directly influencing the daily design and refinement of Arc’teryx products.
He specifically highlighted the Alpha Composite Pants, an innovative climbing pant that combines softshell and hardshell fabrics. This design, informed by professional athletes’ needs, not only ensures safety but also significantly enhances comfort.
Quentin Roberts
While the Alpha SV is among Arc’teryx’s most recognizable products, the same rigorous innovation and iteration process is applied to all their gear. Each product’s evolution stems from extensive testing by athletes in real-world environments, ensuring its readiness for the most demanding challenges.
Evolution Rule #3: Building Communities and Content with Expertise
If Arc’teryx stores are the “spiritual hubs” for its fans (nicknamed “Birders”), then the mountains are their true source of inspiration and longing.
In October, during the second Arc’teryx International Climb Academy in Yangshuo, author and filmmaker Han Han completed his first outdoor climbing experience under the guidance of He Chuan, China’s top big-wall climber.
“Overcoming the fear of heights is the hardest part of climbing, but the view from different perspectives is amazing,” Han Han shared after scaling a vertical cliff. On a 90-degree rock wall halfway up a mountain, he and He Chuan exchanged ideas on the spirit of climbing. Both expressed hopes that this niche sport would gain broader recognition, understanding, and participation.
Han Han and He Chuan at the Arc’teryx International Climb Academy in Yangshuo
He Chuan, who spent eight years conquering the 600-meter elevation gain of Potala Peak’s high-altitude big wall, once suffered a shattered ankle during his journey. In 2020, 770,000 online viewers witnessed his triumphant ascent via livestream.
Every climbing moment of He Chuan’s is breathtaking. Among endless mountain ranges and barren cliff faces, a lone figure ascends slowly, with an abyss beneath him. He simply remarks: “Keep climbing upward; don’t look back—you’ll evolve.”
He Chuan at the Arc’teryx International Climb Academy in Yangshuo
Climbers’ stories are inspiring. In the challenges posed by nature, they find focus and strive for personal breakthroughs. However, climbing culture in the Chinese Mainland remains in its infancy, with significant room for improvement in both cultural awareness and technical skill development. High-level outdoor climbing courses are especially rare.
This year’s Arc’teryx International Climb Academy brought more Chinese participants into the lush mountains of Yangshuo, Guilin. Under expert guidance, they learned to tackle the thrilling challenges of outdoor climbing and discovered the dynamic allure of natural rock formations.
The Arc’teryx International Climb Academy, with a 12-year history, is an influential annual event in the global outdoor community. Held at world-class climbing destinations, it features internationally renowned climbers as mentors.
Yangshuo has joined France’s Chamonix and Canada’s Squamish as a key location for this global event. Leveraging Arc’teryx’s international resources, the academy elevates the Chinese climbing community by addressing professional and resource limitations with world-class programming.
Arc’teryx International Climb Academy in Yangshuo
This year, Arc’teryx also announced its support for relaunching China’s Advanced Mountaineering Training Program after a 10-year hiatus. The brand co-published the Observation Report on the Development of Chinese Rock Climbing with the climbing community and organized “Mountain Classroom” events in outdoor destinations such as Yingxi in Guangdong and Tiger Leaping Gorge in Yunnan.
Each event upholds the highest professional standards, inviting the most prominent and legendary figures in the climbing world to share firsthand knowledge gained through years of exploration in uncharted high-altitude terrains.
By anchoring itself in professional outdoor scenarios, Arc’teryx continually enriches its community with valuable content while staying true to its core audience: climbers.
Conclusion
The Berlin Archaeopteryx specimen, found roughly 150 million years ago, provides key evidence of the evolutionary transition from dinosaurs to birds.
In the 1860s, Archaeopteryx became a public symbol of evolution.
In the 1990s, a team of gear makers in Vancouver, Canada, chose Archaeopteryx’s evolutionary essence as their brand vision.
At the end of the Origins—The Evolution of Arc’teryx exhibition, visitors can step into an immersive space wearing an Alpha SV jacket. Simulated extreme weather and terrain environments offer firsthand experience of product testing and performance.
Clothing, an extraordinary milestone in human civilization, is our most intimate form of protection and arguably the fundamental “external tool” in humanity’s evolution. High-performance professional gear enables humans to survive and thrive in extreme environments, advancing our evolutionary capabilities.
The Arc’teryx spirit of respecting nature and pursuing professional excellence is deeply embedded in its DNA, shaping the perceptions of an ever-growing base of consumers.
Evolutionary biologist Richard Dawkins insightfully remarked: “Progress in evolution is endless.”
Although this outdoor brand originated in a basement with a climbing harness and a chalk bag, 35 years of evolution have intertwined countless “Birder” adventure stories with the Arc’teryx brand.
| Image Credit: Provided by Arc’teryx, Arc’teryx official Weibo, Songtsam Travel official Weibo, Luxe.CO editorial production
| Editor: Elisa
