Is China’s Outdoor/Performance Market Getting Too Crowded?

CRAFT (Sweden) — Feb 1, 2026 · Shanghai · Taikoo Hui Shanghai

Norrøna (Norway) — End 2025 · Beijing · Beijing SKP

I was really impressed by both brands. Both have excellent products, design and pedigree in the outdoor/performance space.

CRAFT is more focused on footwear and trailrunning ...with some amazing shoes that could rival On Cloud for cool factor. I bought a pair CRAFT runners at its pop-up shop at Zhang Yuan and am a FAN!

Norrøna is more focused on coats and cold weather gear, with a shop design that feels like it fits alongside Arcteryx as an outdoor x luxury label.

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BUT ...Im starting to become concerned about how crowded and competitive the outdoor and performance market in China is becoming.

While the category is large and growing quickly, the big players (eg. Amer Group brands in particular) have a massive head start ...and have done a good job of capturing mindshare and are well positioned to defend the categories.

Much work is going to have to go into differentiating all of these brands.

As always, when a category surges in China is attracts the best brands from all corners to join in. What's often overlooked by brands coming into the China market is that, the positions and stories developed in home markets need to be more focused, more amplified in China to stand out.

China is a large market and can support a wide set of brands per category but positioning and distinctiveness need to be sharp!