Luxe.CO has observed that recently, several overseas sports and outdoor brands have completed key offline retail expansions in the Chinese market, spanning niche segments such as professional trail running, refined camping, and urban functional wear:
The century-old Danish outdoor brand Nordisk (Big White Bear) has opened its first store in Greater China at Shanghai’s Grand Gateway 66, and also launched its first global brand cultural center in Moganshan, creating experiential spaces across both urban retail complexes and outdoor resort destinations.
The outdoor sports brand NNormal, co-founded by Spanish trail running legend Kilian Jornet, has unveiled its global flagship store at Taikoo Li Chengdu and established a regional headquarters to deepen its presence in Southwest China.
Nanamica, the Japanese outdoor functional apparel brand co-founded by Eiichiro Homma, designer of The North Face Purple Label, has opened its first store in the Chinese Mainland on Wukang Road in Shanghai.
Beyond these newly introduced niche overseas brands, several established players are also reinforcing their professional positioning through new themed concept stores, deepening their presence in specific segments while strengthening meaningful connections with consumers:
Under Armour has reopened its flagship store on Huaihai Road in Shanghai, unveiling the first UA NEXT Performance Lab in the Chinese Mainland on the basement level, equipped with scientific athletic performance assessment systems.
Mammut has launched its first climbing-themed concept store in the Chinese Mainland—Argenta Climbing Space—at Wuhan Wushang MixC, featuring interactive installations such as an indoor climbing wall to reinforce its climbing heritage.
Under Armour’s First UA NEXT Performance Lab in the Chinese Mainland
On April 29, the Under Armour flagship store on Huaihai Road in Shanghai officially reopened, with the debut of the first UA NEXT Performance Lab in the Chinese Mainland on its basement level.
UA NEXT Performance Lab is a professional athletic performance center created by Under Armour, designed to provide systematic assessment, in-depth analysis, and targeted improvement plans for athletes’ overall capabilities through scientific training methodologies, cutting-edge technology, and guidance from professional coaching teams.
The facility is powered by Under Armour’s world-class comprehensive athletic assessment platform, UA Next Combine. Using structured data models, it establishes six core testing and training modules covering speed, explosiveness, agility, endurance, cognitive ability, and jumping performance. Participants can build personal fitness profiles, identify strengths and areas for improvement, and, under the guidance of Under Armour’s certified coaching team, translate performance data into actionable training pathways.
The Huaihai Road flagship store is also positioned as a key hub for connecting with local sports communities. In the future, it will continue to roll out themed training programs across different sports, including specialized fitness training and flag football, inviting Under Armour coaches, brand ambassadors, and local sports influencers to participate, creating a platform for athletes of all levels to engage, learn, and exchange.
At the opening ceremony, Under Armour athlete and NFL player Justin Jefferson made an appearance. The brand is actively investing in the emerging sport of flag football and recently announced the launch of its year-long “This Is Flag Football” campaign.
Mammut’s First Climbing-Themed Concept Store in the Chinese Mainland
On April 25, Mammut opened its first climbing-themed concept store in the Chinese Mainland—Argenta Climbing Space—at Wuhan Wushang MixC.
Mammut originated as a rope manufacturer. In the early 1950s, it introduced its first nylon glacier rope, Mammut-Argenta. The launch of this product made climbing ropes lighter and more durable, marking Mammut’s official entry into the modern climbing equipment sector. From this foundation, the brand gradually expanded its product portfolio, extending into classic softshell collections, the high-performance Eiger Extreme line, and avalanche safety equipment.
Argenta Climbing Space takes the iconic Mammut-Argenta product as its central theme, highlighting the brand’s climbing DNA. From tracing the history of climbing, to showcasing professional-grade products, to incorporating an interactive climbing experience zone, the store presents Mammut’s technical expertise and climbing culture.
Among its features, the indoor climbing wall stands out as the core highlight, creating an immersive experiential environment for visitors.
Nordisk
On April 22, the century-old Danish outdoor brand Nordisk (Big White Bear) opened its first store in Greater China at Shanghai’s Grand Gateway 66. In late March, Nordisk also launched its first global brand cultural center at Yushe Commercial Street in Moganshan, Huzhou, Zhejiang Province.
Nordisk established an office in China as early as 2010, but previously operated only through authorised stores serving a niche group of outdoor enthusiasts. In July last year, Nordisk announced the formation of a new joint venture in China with South Korea’s K2 Group and China-based Black Ant Capital, marking a renewed expansion into the Chinese market.
Nordisk Shanghai Grand Gateway 66 store
Nordisk’s history dates back to 1901, when 23-year-old H.O. Lange founded NORDISK FJERFABRIK in Copenhagen, trading in raw and semi-processed down and feather products.
By 1969, the company shifted its focus to the development and production of its own down and feather products, becoming Denmark’s first company fully dedicated to this category, with key offerings including sleeping bags, duvets, and pillows.
It was also during this period that the outdoor market began to grow rapidly. Through subsidiaries and the sub-brand Caravan, NORDISK FJERFABRIK expanded into the outdoor sector, extending its product range to backpacks, sleeping bags, mats, cookware, bicycle bags, compasses, and footwear, while placing strong emphasis on design and development. It became one of the earliest outdoor fashion brands globally.
Between 1991 and 2005, the company underwent bankruptcy restructuring and ownership changes. The Caravan brand was discontinued, while the Nordisk name was retained.
Since then, Nordisk has continued to invest in environmentally friendly and lightweight sleeping bags and tents, and merged with its long-term partner, German outdoor brand Yeti, incorporating its high-quality apparel and down sleeping bags into Nordisk’s outdoor equipment portfolio.
Beyond its focus on professional gear, Nordisk is also committed to promoting the Danish “Hygge” lifestyle, meaning comfort and coziness. The brand has successfully developed camping hotel projects in Italy and Japan, characterised by sustainability and Nordic luxury experiences. In 2024, Nordisk Village, a tented community, opened in Kunming, Yunnan; in 2025, the brand will launch its first global tent hotel at the Shuanglong Scenic Area on Jinhua Mountain.
Nordisk stated that its first global brand cultural center in Moganshan represents “a key milestone in the brand’s global development of wild-luxury cultural tourism and outdoor lifestyle.”
The Nordisk Brand Cultural Center integrates multiple functions including retail, dining, experiences, community engagement, and exhibitions. Products on display include signature cotton tents, ultra-lightweight mountaineering gear, the latest upgraded sleeping bag series, and classic Nordic tableware. Exclusive Moganshan × Nordisk products will also be introduced in the future.
Nordisk’s first global brand cultural center in Moganshan
The Shanghai Grand Gateway 66 store showcases a full range of tents and outdoor equipment, outdoor apparel and footwear, as well as accessories and lifestyle products. Nordisk stated that, starting from this flagship location, it will gradually expand offline retail stores in Shanghai and other key cities across the Chinese Mainland.
In addition, Nordisk plans to develop its first Nordisk Hygge Circles outdoor theme park in China in Moganshan. Together with the brand cultural center, it will create a coordinated “mountain-top and foothill” ecosystem to support storytelling and hospitality functions.
Construction has also begun on Shanghai’s first Nordisk Campsite (Nordisk Big White Bear Dongshu Campsite), covering approximately 40 mu, which will feature diverse functional spaces such as nature classrooms and outdoor skills workshops.
NNormal
On April 23, the outdoor sports brand NNormal unveiled its global flagship store at Taikoo Li Chengdu and announced the establishment of a regional headquarters in Jinjiang District, Chengdu, with operations covering Southwest China while serving global markets.
NNormal received investment support from Yuanyi Capital in 2025. Yuanyi Capital, together with the brand’s China operations lead, co-invested to establish a joint venture with NNormal’s parent company to support the brand’s long-term development in the Chinese market.
NNormal was founded in 2022 by trail running legend Kilian Jornet in partnership with Spanish family-owned footwear company Camper. Known as the “King of Trail Running,” Kilian Jornet is widely regarded as one of the greatest trail runners in the world. He left long-time sponsor Salomon to establish NNormal.
The brand name “NNormal” stands for “Not Normal,” while also referencing the locations where its products are tested and designed—Norway’s fjords and Spain’s Mallorca (Nor-way + Mal-lorca).
NNormal is distinguished by its strong environmental ethos. Born in the Spanish Pyrenees, Kilian Jornet grew up in a mountainous environment, which instilled in him both a passion for trail running and a deep respect for nature. He is also an environmental advocate, and founded the brand with the vision of “redefining the relationship between outdoor sports and the natural environment through a new way of thinking.”
The brand’s slogan, “Your Path, No Trace,” emphasises durability, encouraging repair and reuse. NNormal has participated in the B Corp certification process and has pledged to donate 1% of its sales to the Kilian Jornet Foundation to support environmental initiatives, using business as a force for positive social and environmental impact.
The NNormal global flagship store in Taikoo Li Chengdu incorporates artistic installations inspired by two iconic snow mountains in Western Sichuan—Mount Gongga and Siguniang Mountain—paying tribute to China’s local outdoor culture.
The store’s core product category is trail running shoes: the Kjerag model is designed for racing, Tomir offers greater comfort for versatile use, and Cardi is beginner-friendly for a broader range of runners. Apparel features lightweight fabrics that help wearers stay dry in complex environments. Accessories include sports caps, trail running belts, hydration backpacks, performance socks, insulated bottles, and protective eyewear, all designed for long-distance outdoor journeys with a focus on comfort.
Coinciding with Earth Day, NNormal also launched two community-driven initiatives—“Restore the Trail” and “Running Mind”—organising outdoor enthusiasts to participate in mountain clean-up activities, trail restoration, and product testing experiences at Longquan Mountain in Wuhan, putting its “leave no trace” philosophy into action.
NNormal stated that it will continue to host community activities such as trail running training sessions, outdoor sharing events, and environmental initiatives, further integrating professional performance with sustainability into real-world outdoor experiences.
Nanamica
In March, the Japanese outdoor functional apparel brand Nanamica opened its first store in the Chinese Mainland at 374 Wukang Road in Shanghai.
The brand was founded in 2003 in Daikanyama, Tokyo by Eiichiro Homma and designer Takayuki Fujii.
Eiichiro Homma previously worked for the Japanese outdoor group Goldwin for many years and brings extensive experience in outdoor apparel design. While founding Nanamica, he also designed and operated The North Face’s premium Japanese sub-line, Purple Label, under Goldwin.
Above: Eiichiro Homma at the opening event of Nanamica’s first store in the Chinese Mainland on Wukang Road, Shanghai
The name “Nanamica” means “House of Seven Seas,” symbolising the freedom and tranquility of the ocean, and the brand’s philosophy of transcending borders and conventional thinking in product creation. Bruce McIntyre, founder of New Zealand outdoor brand Macpac, helped articulate Nanamica’s slogan “One Ocean, All Lands.”
Nanamica is built around the concepts of “UTILITY” and “SPORTS,” aiming to create gender-neutral apparel that balances fashion and functionality while transcending style, age, and gender boundaries. The brand is known for its use of advanced materials such as GORE-TEX waterproof breathable fabrics, photoelectron down, COOLMAX® cotton blends, and ALPHADRY® quick-dry fabrics. Combined with design details like concealed pockets and minimalist silhouettes, these innovations achieve a balance between performance and style.
Nanamica currently operates eight stores globally, six of which are located in Japan. The Shanghai Wukang Road store is the brand’s second overseas location following its New York store.
The Shanghai store offers a full range of products, including outerwear, shirts, trousers, hats, and backpacks, featuring both classic pieces and seasonal new arrivals.
The retail space was designed by Japanese architect Taichi Kuma, drawing inspiration from traditional seaside villas in Japan. The roofline echoes the movement of ocean waves, while the façade features dark blue tiles. Inside, the space adopts a wooden cabin aesthetic, continuing the brand’s signature minimalist design language.
| Image Credit: Under Armour official website, Nordisk official press release, Wuhan Wushang MixC official WeChat account, and brands’ Xiaohongshu accounts
| Editor: Luxeplace
