The brand hopes that in the coming years, sales in the Chinese market alone will account for over 10% of the total.

Shenzhen, one of China’s most developed cities, is known for its high-intensity, fast-paced lifestyle, which has spurred a strong need among its residents to relieve stress through “consumption.” The city is densely populated with high-income individuals, which not only favors fashion luxury goods but also makes high-end experiential consumption and social activities particularly popular there.

In March and April 2024, Luxe.CO Intelligence covered a total of 671 brand activities of 464 sports and outdoor brands in the Chinese market.

Salomon’s goal is not to achieve “explosive popularity” with a single shoe model, but to maintain a perennial foundation in outdoor expertise.

Following the “FILA GOLF Versailles Show” in France, the facade of the world’s first FILA ICONA flagship store in Beijing’s Sanlitun underwent a significant renovation.

Recently, the Jordan brand globally launched its first non-collaborative luxury series — the Jordan Wings Collection. All products are made in Italy, with some items priced between 6,000 to 10,000 RMB.

Under Armour’s “Vivid Evolution Exhibition” at TX Huaihai in Shanghai conveys the brand’s determination to “expand its circle” in the Chinese market.

The net revenue growth in the mainland China market increased by 56%, or 60% when calculated at a fixed USD exchange rate.

One thing is clear: On is not a luxury fashion brand, but a high-end athletic brand.

Bjørn Gulden said, “Compared to 12 months ago, we feel much more confident about the Chinese market,” adding that China’s growth potential is “far higher than” the growth achieved in the full year of 2023.