Swedish endurance sports brand CRAFT opened its first Chinese mainland brand experience store on April 26 in Zhangyuan, an historical and cultural block in West Nanjing Road — located in the Jing'an district of Shanghai — marking a bold step into the local market.

At the launch, CRAFT unveiled its much-anticipated Kype Pro running shoes, a globally limited release that sparked a wave of excitement among endurance sports enthusiasts in the city.

The CRAFT experience store retains the historic building's century-old facade while infusing it with sleek Nordic design elements within. The striking contrast between aurora-inspired colors and the vintage architecture creates a visually arresting environment.

Eco-friendly recycled materials dominate the interior, reflecting CRAFT's commitment to sustainable design, while a special art installation at the entrance and a track-inspired central layout offer visitors a dynamic, embracing experience. A dedicated running simulation zone allows customers to test equipment across varied terrains.

To celebrate the opening, CRAFT's city cycling team embarked on a 4-kilometer ride through Shanghai's iconic landmarks — showcasing the brand's cutting-edge cycling apparel and bringing urban endurance sports culture to life.

Source: Official WeChat account of Shanghai Jing'an Media Center at "jaxwzx"