Over the past week, Chinese sports retail operator Topsports has announced two major partnership deals with overseas brands—becoming the exclusive operational partner in the Chinese market for UK high-performance running apparel brand SOAR and Nordic premium outdoor brand Norrøna.
UK High-Performance Running Brand: SOAR Running
On May 13, UK-based high-performance running apparel brand SOAR announced an exclusive agency partnership with Topsports for the Chinese market.
SOAR stated that this collaboration marks a key milestone in its global expansion strategy. Leveraging Topsports’ mature retail network and local expertise, the brand aims to connect with China’s growing community of high-performance running enthusiasts.
Moving forward, SOAR will offer direct brand experiences to Chinese running communities through flagship retail operations and specialized events, delivering its design-led and performance-first products and philosophy.
Founded in 2015 by designer Tim Soar, SOAR is headquartered in Hackney, London. A passionate runner himself, Tim Soar discovered during his personal training that the sportswear available on the market failed to meet the needs of serious runners like himself. A conversation with his cousin Paul Marriage, who comes from a finance background, inspired the idea of launching his own brand.
From the outset, SOAR has been committed to using cutting-edge fabrics and manufacturing technologies to create running apparel that truly reflects the lifestyle and experience of runners. This includes proprietary materials such as the EPIC-3L® waterproof membrane and lightweight moisture-wicking fabrics. Collaborations like the co-branded collection with norda have also helped boost SOAR’s brand recognition.
SOAR has already launched official social media accounts in China and established official online flagship stores on Xiaohongshu and Tmall.
Nordic Premium Outdoor Brand: Norrøna
On May 6, Topsports announced a strategic partnership with Nordic premium outdoor brand Norrøna, becoming its exclusive operational partner in the Chinese market.
Topsports will leverage its extensive brand management expertise and end-to-end operational capabilities to lead Norrøna’s brand communication, marketing, omnichannel sales, and user engagement across China. Through its one-stop operating system, Topsports aims to present Norrøna’s brand and products in a way that aligns with domestic outdoor market trends and consumer preferences, helping the brand integrate swiftly and precisely into its target audience.
According to Topsports, the motivation behind partnering with Norrøna stems from two key considerations. First, the company has a positive long-term outlook on the outdoor market. Second, in the niche of high-end outdoor gear, Norrøna holds a top-tier industry position thanks to its strong brand reputation and deep professional heritage.
“In its century-long history, Norrøna has built a brand identity that is both professional and design-driven, thanks to cutting-edge technological expertise and distinctive aesthetics. This has helped it cultivate a unique brand culture and competitive moat within the outdoor community. At the same time, Norrøna’s long-term brand philosophy—reflected in its approach to product development, manufacturing, and customer service—closely aligns with Topsports’ own commitment to long-term value creation. Our partnership is not focused on short-term results, but rather aims to jointly explore the sustainable growth potential in the outdoor sector,” said Topsports in a press release.
This in-depth collaboration model has become a new driving force for Topsports’ long-term growth. The partnership with Norrøna further enhances Topsports’ positioning in the outdoor segment and strengthens its diversified brand collaboration matrix. At the same time, through its partnerships with specialized brands, Topsports continues to evolve into a one-stop sports retail operator.
This marks Norrøna’s second entry into the Chinese Mainland market. Previously, at the end of 2016, Norrøna was introduced to the Chinese retail market by Beijing Travel Mouse Outdoor Products Co., Ltd. (now renamed Klättermusen (Beijing) Outdoor Products Co., Ltd.) and opened a store at Sanfo Outdoor in Shanghai. However, in 2018, Norrøna withdrew from the market.
Note: Klättermusen (Beijing) Outdoor Products Co., Ltd. is a joint venture between Sanfo Outdoor and KLATTERMUSEN SINGAPORE PTE. LTD.
Norrøna was founded in 1929 by Norwegian outdoor enthusiast Jørgen Jørgensen. Headquartered near Oslo, the brand has remained under the stewardship of the founding Jørgensen family for four generations. Norrøna has been a pioneer in the outdoor industry, introducing innovations such as the first prototype of the mountain tunnel tent and becoming the first European company to use Gore-Tex® fabric. Its product range now spans a wide variety of outdoor scenarios, including skiing, mountaineering, trail running, outdoor/trekking, mountain biking, hunting, surfing, and more. In recent years, it has also expanded into the adventure travel segment.
| Source: Official press releases, official social media accounts, Luxeplace archives
| Image Credit: Brand websites
| Editor: LeZhi
