In August, Amer Sports brands launched unique retail and experiential initiatives that deepened consumer engagement and expanded our presence in major Chinese cities.
Arc’teryx opens the world’s first Arc’Lounge in Beijing
Arc’teryx unveiled an immersive concept space at The Peninsula Beijing hotel, uniting retail, the ReBIRD™ renewal workshop, and a social lounge. Arc’Lounge forms a complete journey alongside outdoor basecamp in Shangri-La and Beidahu, bridging city life and the mountains.
As a living expression of the brand’s commitment to fusing the outdoors with urban life, Arc’Lounge is more than a showcase of world-class performance gear. It is a spiritual basecamp where explorers can awaken their drive, reconnect with nature, and gather strength for the journeys ahead.
Salomon unveils Anfu Concept Store in Shanghai
Salomon has strategically upgraded its retail presence in China with the unveiling of the new Anfu Concept Store. Located in a historic building on Anfu Road, the store merges French heritage with Shanghai’s urban culture, exploring new possibilities for the urban outdoor lifestyle.
The store debuted the “Road to the Future” project in China, amplifying homegrown design talent on a global stage, while the “Go Wild” community brought urban outdoor lifestyle and energy to Anfu Road. Together with collaborations across 11 local shops, the launch celebrated street culture and deep community ties.
Wilson debuts Wuhan Urban Concept Store – Brickhouse
Wilson celebrated the opening of its urban concept store – Brickhouse in Wuhan, designed in collaboration with renowned architect Shuhei Aoyama.
The store integrates American tennis club aesthetics with local Wuhan culture, using traditional red brick elements to echo the color of clay courts — a tribute to Olympic champion Zheng Qinwen’s hometown. Wilson also brought its upgraded ”Ace Girl” campaign to Wuhan, inspiring more women to embrace an active lifestyle through tennis.
Peak Performance launches FW25 shell jacket in Dunghuang Desert event
Peak Performance hosted its “True Colors, Shared” event in Dunhuang, a region renowned for its vast desert landscapes and rich outdoor resources, introducing the new “Alpine Spectrum” color theme for fall-winter 2025.
Inspired by the hues of natural light, the event invited participants to witness the sunrise together and experience the emotional resonance of color in nature. This journey emphasized deeper connections between people and the outdoor world.
These retail moments highlight how our brands are deepening their roots and expanding influence across China’s diverse markets.