Columbia connects outdoor heritage with China's changing needs

Outdoor sports brand Columbia held its 2026 Hike Party at Arxan National Forest Park in Inner Mongolia recently bringing together hundreds of outdoor enthusiasts for a team challenge that combined fast hiking, river rafting, and lure fishing. Brand ambassador Jiang Qiming also took part in the event.

Participants began with a 10-kilometer fast hiking through forest trails with varied terrain. They then ventured into volcanic landscapes for tandem rafting, navigating the currents of an unfrozen river. The final leg took them downstream for a lure fishing competition, where changing conditions and uncertain catches added to the challenge.

“The outdoors is inherently unpredictable. The weather, water conditions and fishing outcomes can never be fully anticipated and that is precisely what makes the experience appealing. There is no need to chase perfect results; it is about embracing surprises and the unknown along the way. Whether they are seasoned competitors looking to test their speed or casual participants seeking an immersive wilderness experience, everyone can find their own kind of enjoyment in this combined land-and-water challenge,” said Jiang.

“Hike Party conveys one core message: Outdoor can be enjoyed by every different level from light hiking to mountaineering. We hope more people will venture into the wilderness with all its unpredictability, and discover their own way of enjoying outdoor exploration,” Pierre Lion, General Manager of Columbia China, told China Daily in an online interview.

Now in its third year in China, Hike Party reflects a shift in the country’s outdoor consumption, Lion said. Chinese outdoor enthusiasts are increasingly looking beyond hiking alone, combining mountain trekking, wading and fishing in a single outing.

“Since its inception, Hike Party has embodied our core proposition `Go into Nature, Unlock Your Nature’. We respect the diverse ways people engage with the wilderness and want to make outdoor experiences accessible to people of all skill levels,” he said.