Young outdoor enthusiasts embrace looking good while working up a sweat

The Chinese market continues to attract attention from global outdoor sports brands, with three leading entrants making recent market debuts. US outdoor equipment and backpack brand Gregory; Spanish trail running shoe brand NNormal, co-founded by legendary athlete Kilian Jornet; and Swedish sports apparel brand Craft, have launched their initiatives in China, signaling a larger trend in the burgeoning outdoor sports industry.

Among these new entries, Gregory opened its first store in Shanghai at the bustling Grand Gateway 66. NNormal chose to showcase its brand in March during the Wenling Golden Coast Trail race in Zhejiang province. Craft plans to capitalize on this growing market by opening pop-up stores in prominent locations, including Shanghai's century-old historic site Zhangyuan and Nanjing's Deji Plaza, further diversifying consumer access to premium outdoor products.

Eyeing the rising outdoor market, top sportswear companies have geared up for more market share. For example, Anta Sports Products Ltd recently acquired German outdoor brand Jack Wolfskin for $290 million from Topgolf Callaway Brands.

This strategic acquisition marks a move for Anta to enhance its portfolio in the outdoor sports category, aligning with the company's vision of "single focus, multibrand and globalization".

Jack Wolfskin has positioned itself as a leader in the outdoor sports market, particularly in Europe and China. Renowned for its high-quality products, innovative designs and advanced functional technologies, the company operates 495 locations worldwide and has had a strong presence in the Chinese mainland since its entry in 2007.

Catering primarily to the medium-to-high-end market, its offerings include outdoor trekking gear and urban casual wear, appealing to a broad customer base.

Ding Shizhong, chairman of Anta, said that the acquisition aligns with the company's strategy to broaden its outdoor offerings.

"This acquisition will not only enhance our outdoor sports product range from high-end to mass market, but also represents a significant milestone in our globalization journey," Ding said.

The financial performance reports from Amer Sports Group — which Anta acquired with a consortium in 2019 — saw an 18 percent increase in revenue to $5.18 billion in 2024, buoyed by a 36 percent growth in its Arc'teryx brand. All brands represented by Anta, including the two major outdoor labels Descente and Kolon, reached over 50 percent revenue growth in 2024. This indicates the robust potential of the outdoor market as consumer interest in outdoor activities surges.

The momentum of outdoor sports has transformed activities such as skiing, mountaineering, cycling and rock climbing from niche pastimes into mainstream leisure choices among urban youth.

Supported by favorable government policies and initiatives, the General Administration of Sport of China projects that by 2025, the scale of China's outdoor sports sector will exceed 3 trillion yuan ($410 billion), accounting for 60 percent of the total sports sector.

With young consumers as the primary driving force behind this growth, trends indicate a diversification of outdoor sporting categories. For these young outdoor enthusiasts, engaging in sports is not only about health — it's also a pivotal aspect of lifestyle and social interactions.

A recent survey conducted by Mob research institute found that 36.2 percent of young people participate in sports for interest-based socializing, often emphasizing the importance of maintaining an appealing appearance during these activities.

Xu Xingyu, a sports influencer and graphic designer based in Shanghai, said that outdoor activities have become more diversified and popular among urbanites in recent years.

"Outdoor activities are no longer just a sport. They have evolved into a lifestyle and with a fast-growing community," said Xu. "I am optimistic about the outdoor sector in the coming years."

Outdoor sports have expanded to include biking and camping, branching into more specialized and niche categories to attract serious and advanced participants. The appeal has grown to encompass more urban and trendy elements, reaching a wider range of customers.

As an outdoor activities lover for three years, Xu said: "The entry-level for outdoor activities is friendly, and owning an 'outdoor' tag is something young people are eager to embrace. People are now willing to spend the same amount of money on designer outdoor sneakers as they would on a luxury handbag."

Industry insiders said that essential items such as sunscreen, primers, lipsticks and eyebrow products have gained in popularity, as individuals seek to feel energized and presentable while engaging in physical activities.

Outdoor gear and apparel brand Camel has joined the trend by launching its Camel Outdoor cosmetics collection. These products are designed for outdoor athletic activities and will soon expand into skin cleansing and functional skincare categories.

One month after its launch, the collection has ranked among the top three on the Douyin retail platform in its category, with a target of reaching 150 million yuan in gross merchandise value this year, said the company.

Additionally, domestic beauty brand Judydoll has unveiled its first sub-brand, Judydoll orange label. This new series focuses on outdoor sporty scenarios, highlighting functional features such as sun protection, sweat resistance and long-lasting makeup.

It aims to address the challenges of maintaining makeup stability in high temperatures and situations that require frequent touch-ups. The first batch of products will include a variety of items, such as foundations, blush, eye shadow, eyebrow pencils and moisturizing sprays.

Xu also mentioned the rise of outdoor cosmetics, adding that wearing makeup while hiking can help individuals look good in photos when posting on social platforms. However, carrying makeup and its removers can add extra weight or complicate waste management in natural settings, she said.

Ecological and sustainability features will be crucial for brands and companies that are interested in this area, she said.