Shanghai is rapidly emerging as a hotspot for sports and lifestyle labels, with international players vying for prime locations and the attention of the city's fashion-conscious consumers.

Last month, French sportswear brand Salomon opened its first China concept store, Fu Jun, on Anfu Road. Just 500 meters away, Adidas launched its first global flagship for the Originals Trefoil line. The proximity of these openings underscores an unprecedented concentration of top sports brands in the city.

The trend is citywide. Data from JLL shows that sportswear now accounts for 17.9 percent of nearly 40 leading shopping centers in Shanghai, up from 8.3 percent in 2017. Over the same period, the average store size expanded from 184 square meters to 230.

Some brands are taking this even further. In Xintiandi, HOKA opened its first global brand experience center, spanning 1,200 sq m. The underground level houses China's first full-chain fitness testing facility, FlyLab, equipped with six advanced systems typically reserved for professional athletes. From foot-pressure scanners that measure arch height to 3D gait analysis tools that map joint symmetry, the center gives the public access to services once limited to elite runners.

The pace of growth has been remarkable. In the past two years alone, more than 30 niche and specialist sports labels have opened over 230 stores across Shanghai's core business districts. New arrivals include Singapore's Flaneur, which debuted in Lujiazui with a rooftop terrace, and French mountain-inspired brand Topologie, which opened at IAPM Mall with a focus on functional gear.

Other international names such as Gramicci, C.P. Company, Brooks, Bijen, Houdini, Vuori, and Wildthings have also chosen Shanghai for their first China locations, reinforcing the city's role as a launchpad for new-to-market growth.

For established players, Shanghai is more than a retail hub. Earlier this year, New Balance unveiled its first NB Grey R concept store on Huaihai Road, setting a new benchmark as the brand works toward $10 billion in annual revenue.

From niche boutiques to mega-flagships, the signal is clear: Shanghai is no longer just another market. It has become the stage where the future of sports and lifestyle retail is being written.

Sources: Jiefang Daily, official WeChat accounts of Salomon, Shanghai Xuhui Media Center, and the publicity department of the CPC Huangpu district committee