Lifestyle shifts boost domestic outdoor sports biz

China's outdoor sports industry is still in the early phase, with domestic brands outperforming in niche segments through technological upgrades while gaining traction in global markets, according to insights from a recent industry expo in Shanghai.

During the ISPO Shanghai 2026, Ayzukra Ahat, an attendee from the Xinjiang Uygur autonomous region who is fond of hiking, said he has witnessed the shift in public sentiment firsthand.

"People once adhered to a routine centered around work and home, but now individuals across all age groups are prioritizing life beyond work. Outdoor sports have become a key means of relaxation and stress relief, with public interest and participation significantly increasing," Ahat said.

The surging demand has fueled explosive growth for domestic brands that have spent years honing their technical capabilities, especially in niche segments.

According to data from the General Administration of Sport of China, the country's outdoor sports participants tally surpassed 400 million by April 2025, with total annual consumer spending topping 1 trillion yuan ($147.5 billion).

Accessible activities, including hiking, cycling and urban sports, have transitioned from niche hobbies to a mainstream lifestyle, creating robust demand that ripples across the entire industrial chain.

Founded in 2009, outdoor base layer brand UTO began as an original equipment maker before establishing its own market presence with proprietary fabric technologies.

Zhang Jinzeng, UTO's deputy general manager of supply chain, said the brand saw its revenue soar over three consecutive years from 2023 to 2025. In March and May, its revenue surged 100 percent and 120 percent, respectively, on a yearly basis, capturing over 35 percent of the market share across three major Chinese e-commerce platforms — JD, Tmall and Douyin.

"Judging from the development trajectory of outdoor industries in developed European and American countries, the sector will maintain rapid growth for another three to five years," Zhang said.

Zhang attributed domestic brands' rise to increasing disposable income and the narrowing performance gaps with international rivals.

Other domestic players also unveiled technological breakthroughs at the expo. Sports protective equipment maker Longym launched a three-tier protective product, while outdoor brand Himalaya presented its 2026 autumn and winter collection.

China's strong market potential has led international brands to expand their presence. Swedish brand Lundhags debuted its full footwear line during the expo, and said it is stepping up investment in the Chinese market.

Liu Congshan, marketing director of Lundhags China, said the brand entered the Chinese market a decade ago with minimal marketing, relying on word-of-mouth for steady annual sales growth.

"Chinese consumers are becoming more mature, shifting from trend-following and focusing on specifications like waterproof ratings to making rational choices based on actual needs," Liu said.

Global industry leaders have recognized China's rapid innovation and dynamic market. Soraya Gadelrab, joint managing director of ISPO Amsterdam, visited the expo to explore cooperation opportunities.

"Product innovation moves very fast in the Chinese market — new products and innovations launch much quicker here," Gadelrab said, adding that fitness and wellness categories have grown steadily in Europe for years, but China's growth pace is even faster, with many local innovations ready for global rollouts.

The Amsterdam and Shanghai teams are working closely to select qualified Chinese brands for the European market, facilitating domestic players' overseas expansion, she said.

Nigerian buyer Upgrade Afiowor, who is on his second trip to China to source sporting goods suppliers, found the expo through industry research. "There are lots of new products here. It's a great place for sourcing and doing other business. Even though these are local Chinese brands, their products have global market potential," he said.

Jan Rohde, chief financial officer and deputy general manager of Messe Munchen Shanghai Co, said at the expo that rising health awareness and booming experiential consumption have made outdoor sports a key bond connecting people with cities, nature and communities, ushering in a new era of more segmented, professional and emotion-driven outdoor lifestyles in China.