From late July to early August 2026, Luxe.CO was invited to attend brand events and new product launches hosted by outdoor brand KAILAS, music and culture brand Marshall, sportswear brand LI-NING, and apparel brand UNIQLO in Chengdu and Beijing. The events offered an up-close look at a Chinese outdoor brand’s continued support for climbing culture and explorers, an immersive experience of the cultural ecosystem and spirit built by an iconic audio brand, and insights into the latest product innovations in sportswear and casualwear.
KAILAS
On August 7, the KAILAS Unclimbed Peak Project 20th Anniversary Sharing Session was held at Chengdu MixC.
Climbers Zeng Shan, Li Zongli, Liu Junfu, Zhou Song, Zhang Qingwei (Yeren) and Alan Rousseau gathered at the event. Taking Yaomei Peak as a thread, they looked back on two decades in which Chinese climbers progressed from learning and following to creating and exploring, while discussing how climbers can continue to seek new possibilities by building on the explorations of those who came before them.
The event also featured an interactive discussion, with audience members exchanging views with the athletes on climbing experiences, route selection and personal exploration.
KAILAS Deputy General Manager Zhou Zidi also delivered remarks at the event. Reflecting on the brand’s longstanding commitment to supporting climbing and exploration, he reviewed the development of the Unclimbed Peak Project over the past 20 years and outlined its continued support for Chinese climbing culture and explorers in the years ahead.
In addition, the Unclimbed Peak Project’s official website was launched. Bringing together information on mountains and routes, climbing stories, project updates and explorers’ experiences, the website systematically presents the achievements accumulated by the project over the past 20 years. Going forward, the platform will continue to connect climbers worldwide and facilitate the documentation, exchange and sharing of mountain exploration experiences.
Marshall
From August 4 to 9, Marshall, in partnership with Tmall Super Brand Day, presented the large-scale music and culture event “KEEP LIVE MUSIC ALIVE” at Eastern Suburb Memory in Chengdu. It marked Marshall’s first major music and culture event in China.
The event featured a wide-ranging programme, including an exhibition on Marshall’s history and its collaboration with Hendrix, the Marshall Village community co-creation space, and a diverse programme of live music experiences. It brought musicians, music venues, audiences and communities together through live music, while further fostering exchange between industry professionals and music communities.
The Marshall history and Hendrix collaboration exhibition drew design inspiration from Marshall’s UK factory. Through archival pieces, limited-edition collaborations, and interactive content, it traced the brand’s more than six-decade journey alongside live music.
Beyond the exhibition, Marshall also created an immersive listening space, the Marshall Living Room, allowing consumers to experience the new-generation Acton IV and Stanmore IV home speakers in an environment closer to a real home listening setting.
The Marshall Village community co-creation space brought together representative music venues and labels from across China, including School in Beijing, Little Bar in Chengdu, OKOK in Shanghai and VOX in Wuhan, alongside music and creative community partners including Mingtang, AXIS, BIE and JEFF.Free PARK. Through vinyl listening sessions, music content sharing, exclusive merchandise and creative interactions, they collectively presented a diverse music culture experience.
The live performance line-up included renowned Chinese rock band Second Hand Rose, alongside representative local acts STOLEN, Hyper Slash, Personality Missing and Fayzz.
LI-NING
On August 3, the Chinese Olympic Committee and LI-NING jointly unveiled the podium outfits for the Chinese Sports Delegation to the 20th Asian Games in 2026 at the National Olympic Sports Center. Cui Jian, Deputy Director of the General Administration of Sport of China; representatives of the Chinese Olympic Committee; Qi Zhuquan, Deputy Director of China Media Group; LI-NING founder and Group Chairman Li Ning; and representatives of China’s national shooting, diving, table tennis, fencing, and water polo teams attended the unveiling ceremony.
The event recreated an iconic scene from the torch relay of the 1990 Beijing Asian Games, with Dawa Yangzong and Li Ning reenacting the first torch handover. Xu Haifeng and Gao Min, who lit the main cauldron at the 1990 Games, joined Li Xiaoshuang, Tang Jiuhong and other athlete representatives from the 1990 Beijing Asian Games, together with current athletes, to illuminate a star-shaped installation. Singer Wei Wei performed the classic Asian Games anthem “The Mighty Wind of Asia”.
Centred on the design concept of “Radiant Stars”, the podium outfits for the Chinese Sports Delegation to the 2026 Asian Games feature blue as the primary colour, combined with dynamic star motifs. Blending Eastern aesthetics with modern sports design, the outfits convey the wish that Chinese athletes will shine on the sporting stage.
In terms of technological innovation, the podium outfits incorporate LI-NING’s aerospace temperature-regulating fibre technology. It uses phase-change temperature-control materials derived from the same technology used in the Chang’e-1 lunar probe, which are made into temperature-regulating fibres through a melt-spinning process and woven into the fabric to help athletes maintain a comfortable body temperature amid changing environmental conditions.
The LI-NING PRIMUS Exceed MAX SE podium shoes carry forward the DNA of the brand’s classic “Exceed” franchise and feature its new visible cushioning structure, BOOM Arc Technology, combined with Carbon Core-Drive technology. They are designed to meet professional athletes’ needs across scenarios including extended periods of standing and light daily training.
UNIQLO
On July 30, UNIQLO held its 2026 Fall/Winter collection presentation at Song Art Museum in Beijing. The event recreated real-life settings, bringing urban scenes such as a corner shop, bus stop and city apartment into the exhibition space. These settings connected a full range of products spanning outerwear, HEATTECH, fleece, curved pants, down jackets and knitwear to a new loungewear and innerwear collection, presenting comprehensive Fall/Winter dressing solutions for urban consumers throughout the day and across different scenarios.
For the new season, a number of products have been updated in terms of fabrics, silhouettes and functionality. The T-shirt made with a 9% cashmere blend adds a new U-neck silhouette and more than ten new colours, while the brand’s first men’s leggings made with a 6% cashmere blend further enhance comfort and texture for Fall/Winter dressing. The PUFFTECH next-generation technical padded outerwear, jointly developed with Toray, has been upgraded across the range with packable designs this season. The brand’s down collection has also introduced new reversible down styles and lightweight puffer jackets.
UNIQLO’s signature curved pants have expanded to 15 styles this season, featuring a wider variety of fabrics including denim, textured knit and brushed twill, alongside new low-saturation seasonal colours. For the first time, the curved silhouette has also been extended to toddler and children’s wear.
UNIQLO also debuted a new loungewear and innerwear collection, spanning tank tops, underwear, cardigans and pants, breaking down conventional boundaries between loungewear and casualwear. Meanwhile, the ongoing UNIQLO : C designer collaboration returns with a 2026 Pre-Fall collection created with British designer Clare Waight Keller.
| Source: Brand press releases
| Image Credit: Courtesy of the brands
| Editor: Luxeplace
