To coincide with the store opening, ACG hosted "ACG Terrains — Full Speed Trail Run" from Feb 28 to March 1. Over a hundred outdoor enthusiasts boarded the "ACG Wild Express" to the mountains of Jinshanling.

Nike ACG plans to expand similar events to other major Chinese cities, including Shanghai and Shenzhen, Guangdong province.

Paccione said their strategic approach in China combines product development, local events, and standalone stores to strengthen its presence.

For example, its sponsorship of the Ultra-Trail Chongli race aligns the brand with one of the country's premier trail-running events. On innovation, the company introduced the Radical Airflow. Nike conducts extensive product testing in China, leveraging the Nike Sports Research Lab (NSRL) in Shanghai, which focuses on the specific needs of Chinese athletes.

wangzhuoqiong@chinadaily.com.cn