Alo, NikeSKIMS, Norrona, Soar, Sweaty Betty, Dymatize, Applied Nutrition and other international sports, outdoor and wellness brands are entering or expanding in China. Unlike the mass-market expansion of a decade ago, this new wave is more premium, vertical, community-led and data-driven. For international brands, China remains a major opportunity, but success depends on sequencing: community first, e-commerce validation, localized content and carefully chosen offline experiences.