Nike ACG Launches First Global Store in Beijing During China’s Sportswear Boom

On February 24, major global sports brands are increasing their investments in China, driven by the growing enthusiasm among the public for sports and the rising demand for premium and specialized equipment. Nike’s outdoor brand has opened its first flagship store in Beijing’s upscale Sanlitun shopping district.

This move highlights how international companies are aiming to access China’s rapidly expanding outdoor sports market and tap into high-margin opportunities, despite intensifying competition in certain price segments. Industry insiders note that consumer preferences are shifting toward higher-priced, more advanced products as people pursue a wider variety of sports activities.

The new Sanlitun store will be directly managed by Nike, with the goal of capitalizing on the outdoor sports trend through the brand’s ACG line and revitalizing its market presence in China, sources say. Additionally, last year saw the entry of Norway’s luxury outdoor label Norrøna, Britain’s professional running brand Soar, and Canadian brand Ciele Athletics into the Chinese market.

“There remains a gap between China’s sports equipment market development and that of mature markets,” said Zhang Qiang, senior vice president of a major sportswear retailer. He explained that China’s market growth is expected to follow a similar pattern—starting with football and basketball gear, then advancing to running and outdoor equipment, and eventually expanding into niche product categories.

The retailer is the exclusive partner for Norrøna, Soar, and Ciele in China, responsible for brand development, marketing, product launches, and distribution channels.

Growth in Premium and Niche Markets

“Norrøna is a premium outdoor brand with a comprehensive product lineup, making expansion beyond a single store a promising opportunity,” Zhang commented. He also mentioned the launch of a dedicated running store collection called Ektos, which features brands like Soar and Ciele, exclusively carried by the retailer.

Although competition in some price points is already fierce, Zhang believes there are still unique opportunities in the high-price segment, especially for personalized, high-end offerings.

Authentic Brands Group, owner of Champion, formed a joint venture with Belle Fashion Group last year to enhance its operations in China. Swiss sportswear brand On opened its first flagship store in Chengdu at Taikoo Li in April, while Hoka debuted its first global brand experience center in Shanghai’s Xintiandi district in May.

“The Chinese sports and outdoor market is performing remarkably well. About 70% of the brands under Authentic are focused on outdoor sports,” said Shen Jun, vice president for business development in China at the company.

According to Zhang, China’s sportswear market benefits from two key opportunities: the expansion of sports events and the upgrading of existing ones.

“People used to run 10 kilometers; now many complete 20-kilometer runs. They moved from half-marathons to full marathons, and after that, some started trail running. Not satisfied yet, they turned to skiing,” Zhang explained. “As market demands become more segmented, the need for specialized equipment increases, making it essential for new products that meet these specific needs and solve particular pain points to emerge.”

Shen added that China’s sportswear industry is generally growing rapidly, especially in lower-tier cities where the pace of expansion is even faster. “Compared to first-tier cities, there is still considerable potential to develop fitness activities and sports markets in smaller urban areas.”

If China follows the growth patterns seen in Europe and North America, there remains significant potential for international brands. Nike’s revenue in China accounts for about a third of its North American sales, and despite not being Adidas’s largest market, China offers considerable room for expansion even for well-established global companies.

“While domestic sports equipment brands have improved rapidly in recent years, international brands still hold a competitive advantage in brand recognition and product innovation,” Zhang noted.