In November, a striking orange construction wall rose at Taikoo Li Sanlitun, a fashion shopping complex in Beijing, signaling a major shift in the outdoor sports retail landscape.

The location, formerly home to a Nike store, is set to become the first China flagship for ACG, marking the brand's formal, standalone entry into the Chinese market and a growth engine for Nike China.

The move is far from isolated. Around the same time, Li-Ning opened its first independent outdoor store at Chaoyang Joy City in Beijing.

Decathlon on Nov 28 launched an outdoor concept store at Raffles City in Chengdu, Sichuan province, while mountain lifestyle brand Salomon opened a new store at Taikoo Li in Chengdu on Dec 19. These launches reflect a broader strategic pivot in the outdoor sector in the country — from rapid expansion to more refined, experience-driven growth.

The country's outdoor sports market has expanded rapidly in recent years. Research estimates put the size of the high-performance outdoor apparel segment at more than 1.2 trillion yuan ($170.4 billion), with a compound annual growth rate of about 15.5 percent projected over the next four years.

Participation is also rising steadily. According to the "China Outdoor Sports Industry Development Report (2024-25)" released by the General Administration of Sport in October, the number of people participating in outdoor sports nationwide has surpassed 400 million.

The consumer base is becoming younger and more urban. Middle-aged and young adults have become the core spending force, with those aged 25 to 34 accounting for the largest share. This group is generally well educated and increasingly values both performance and lifestyle signaling in outdoor gear.

As the market scales up, however, the way brands connect with consumers is undergoing a major shift. Offline stores are no longer viewed merely as sales outlets. Instead, they are evolving into "experience amplifiers" and brand gateways, designed to immerse customers in a complete outdoor lifestyle narrative.

In China, ACG — short for All Conditions Gear — has historically relied mainly on online channels. The upcoming Sanlitun store will change that. Beyond retail, Nike has been boosting ACG's visibility through multiple touchpoints. In July, ACG became the exclusive title sponsor of the Chongli 168 Ultra Trail Race, an event that draws more than 10,000 runners from 22 countries and regions.

Leadership changes have also mirrored ACG's strategic importance. In October 2024, Angela Dong, Nike's general manager for Greater China and a global vice-president, was appointed chairman and CEO of Greater China while also taking on the role of global CEO of ACG.

At the China International Import Expo, ACG showcased four new products, including the Air Milano and Lava Loft, highlighting technical performance rather than retro styling.

Meanwhile, Li-Ning's Counterflow outdoor store reflects a different strategy. The company officially spun off its outdoor business as an independent category in early 2024. The brand is targeting the "light outdoor" segment by combining protective outdoor technologies with its signature Eastern aesthetic. Its product lineup covers light hiking, ski and trail run and climbing, spanning functional outdoor wear, relaxed casual styles, trend-driven designs and minimalist business attire.

Meanwhile, Decathlon's outdoor concept store in Chengdu highlights its long-standing "professional yet accessible" strategy. It installs a testing lab for consumers to try on their products with varied wind speed, humidity and temperature. The company also plans to collaborate with local outdoor events operators and climbing gyms to organize community events.

"We are hoping to make sports easier and more accessible," said Mou Yang, vice-president of retail for Decathlon China. "The outdoor concept store is a new starting point for Decathlon's exploration of outdoor retail."

Across the industry, offline stores are being redefined. Consumers buying professional outdoor equipment are no longer just purchasing products — they are buying into a lifestyle and an identity.