Press release -
CRAFT Launches Immersive Pop-Up Experiences in China to Reignite Brand Legacy
With a history spanning over 50 years, CRAFT is known for combining Scandinavian design with technical excellence. The pop-ups aim to showcase the brand’s core values of endurance, sustainability, and innovation—delivered through immersive environments tailored to both cultural landmarks.
At Zhangyuan—a revitalized historic district in the heart of Shanghai—CRAFT is emphasizing brand storytelling and product experience. Set against the backdrop of preserved architecture and modern urban renewal, the space captures the essence of CRAFT’s Scandinavian identity while inviting visitors to explore its high-performance apparel in a culturally resonant setting.
Simultaneously, a second pop-up at Nanjing’s Deji Plaza—China’s leading high-end retail destination—focuses on the retail experience, positioning CRAFT alongside world-renowned luxury brands. With its blend of fashion, art, and entertainment, Deji Plaza provides the ideal stage for CRAFT’s state-of-the-art apparel to shine in a premium commercial context.
To generate buzz and engagement, CRAFT initiated a robust activation campaign that included:
- 30+ influencers in pre-launch activity (March–April)
- 60+ media features in April alone
- 20+ influencers and 30+ media attending the launch events onsite
CRAFT’s campaign aims to connect with both professional athletes and everyday enthusiasts, offering them a first-hand encounter with performance gear rooted in technological advancement and design excellence. In parallel, the brand is opening dialogue with local business partners and distributors to explore long-term opportunities in the Chinese market.
This ambitious initiative marks a pivotal step in CRAFT’s global expansion and signals a new chapter for the brand in Asia.
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Craft is a Swedish brand specializing in clothing and gear for endurance sports where performance and comfort are crucial for optimal result. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers innovative training and competition apparel and footwear for world champions and everyday heroes. www.craftsportswear.com
