Trail Fever: Inside China’s 9.2 Billion Yuan Running Revolution
Something big is happening in China’s mountains.
By 2025, over 8 million people are running trails - up 35% from last year. The market for gear and apparel? A staggering 9.2 billion yuan.
This isn’t just a fitness fad. It’s a full-blown outdoor movement that’s reshaping how China thinks about sport, fashion, and lifestyle.
The Rise: A Sport Finds Its Rhythm
China’s trail boom has its own DNA. It’s fast, social, and surprisingly diverse.
According to Joyrun’s 2024 report, women now make up 40% of short-distance runners - a sharp contrast to the male-heavy scenes seen elsewhere.
And it’s not just about competition. Post-pandemic, trail running has become a form of self-expression. People aren’t chasing medals - they’re chasing identity. Running has become a way to say: “I live differently.”
There are now around 500 trail events planned for 2025, though only 50 are certified 100K races. Industry players like Montane expect a 1–2 year consolidation period as quality overtakes quantity. The hype is settling into something more sustainable and serious.
The Gear: Function Meets Freedom
In trail running, gear isn’t optional… it’s survival.
Courses like Chongli can swing 15°C in a single day, with sudden hailstorms that punish the unprepared.
That’s why performance is everything. Runners want fabrics that dry instantly, breathe hard, and insulate even when soaked. The new gold standard? Lightweight versatility - products that move seamlessly from trail to city life.
The brands that get it right aren’t just selling jackets. They’re selling confidence and culture.
The Business: Beyond the Sponsorship Arms Race
As the market heats up, brands are scrambling to back races and athletes. But smart players are skipping the bidding war.
Montane, for instance, focuses on authenticity over exposure. Instead of celebrity faces, it backs independent runners and gritty events like the Lake District Ultra Trail or the legendary Spine Race. It’s a play for credibility - not clicks.
In China, the same rule applies. The brands that pick the right partnerships will earn the trust that advertising can’t buy.
The Next Chapter: Safety, Professionalism, and Pride
China’s trail scene is growing up.
The future lies in a more layered ecosystem - from giant platform races to intimate, boutique runs. But with growth comes responsibility.
Many new runners underestimate the risks. True progress means education, safety, and professional standards. When that happens, China won’t just join the global trail community - it’ll define it.
From Trend to Culture
The trail boom has gone beyond sport. It’s about design, community, and a new definition of success - one measured in elevation, not luxury.
For brands, this is more than a sales opportunity. It’s a chance to help build a culture - one that’s authentic, sustainable, and proudly Chinese.
The question isn’t whether the trail running market will last.
It’s who will still be running when the trend becomes tradition.
