Swedish sports brand Craft, established in 1977, has officially ventured into the Chinese market by unveiling its first brand experience space at Shanghai's historic Zhangyuan site on Saturday. This move follows the inauguration of its retail store in Nanjing, Jiangsu province, last Friday.

"Only the best products will be brought to China," emphasized David Thomson, Craft's Asia-Pacific CEO, during an interview at the Shanghai launch event. "I don't think the Chinese consumer is in need of anything specifically different, but they do demand world-class products," Thomson added.

As a professional endurance sports brand, Craft aims to serve both elite athletes and fitness enthusiasts with high-performance gear tailored for running, cycling, skiing, and daily training.