Driven by growing interest in sports and outdoor activities in China, Columbia Sportswear Co, the United States-based outerwear, footwear and gear brand, plans to attract more young consumers within the country through immersive events and professional products, a senior executive, said.

The Oregon-headquartered company brought together more than 3,000 outdoor enthusiasts in Chongli, North China's Hebei province early this week for the 2025 Hike Party. The immersive two-day festival combined hiking, trail running, orienteering and live music.

"China is one of the world's most dynamic outdoor markets. A new generation of consumers wants more than gear; they want richer, more varied experiences in nature,"Pierre Lion, general manager of Columbia China, said.

"With the hike party, we aim to inspire more people to get out and play. We will keep redefining what outdoor lifestyle means for the next generation," he said.

Launched in 2024, the hike party has developed into one of Columbia's flagship events in China. The 2025 edition added a team orienteering challenge, in which groups navigated trails with maps and compasses, alongside courses in trail running, hiking, and a new family track that featured interactive checkpoints.

As the hike party becomes a key part of Columbia's China strategy to engage younger consumers, the company said it will build on the initiative with further events designed to strengthen brand presence and capture growth in the country's expanding outdoor sector.

China's outdoor sports sector is expected to exceed 3 trillion yuan ($422 billion) in 2025, according to a report on the development of the country's outdoor sports sector, released by the General Administration of Sport of China late last year.

Jiang Yiyi, dean of the Sports, Leisure and Tourism School of Beijing Sports University, said China's outdoor industry is expanding rapidly, driving companies to move beyond product sales.

"The fast growth shows a shift, with domestic and global companies extending value chains into events, training and lifestyle services to capture rising consumer demand in both China and other parts of the world," she said.