Swedish sports brand set to make running in Chinese market

Housed within a restored century-old Shikumen building, the approximately 210-square-meter experience space merges Nordic minimalism with Shanghai's architectural heritage. Eco-friendly recycled materials dominate the interior, while a central "running track" design leads to an immersive zone simulating diverse terrains for product testing.

On the opening day of the brand experience store, members of the "Craft city cycling team" donned brand-specific cycling gear and embarked on a ride from Zhangyuan, cycling through iconic Shanghai landmarks like West Nanjing Road, People's Square, and the Bund, covering about four kilometers on a city tour to showcase the practical value of brand's cycling equipment and embody its spirit.