Swedish sports brand set to make running in Chinese market

Thomson highlighted that Chinese consumers exhibit a profound understanding and genuine interest in the technical aspects of products, emphasizing both aesthetics and performance, a philosophy that aligns with Craft's core values. "Our range of running shoes features five different foams tailored for various activities, runs, terrains, frequencies, and distances, catering to both male and female consumers."

Thomson further elaborated on Craft's customer base, emphasizing an equal gender distribution, with a growing number of female athletes in endurance sports displaying a keen interest in product intricacies. "We're one of the few brands that has a real balance between male and female consumers."