Brooks has officially opened its first store in Mainland China. The store is located in the Kerry Center shopping mall in Shanghai and measures more than 499 square meters. Brooks wants the store to become a running hub with a running club that runs after work runs. Conveniently for Brooks, the store is located next to Century Park, the largest park in Shanghai, which boasts a five-kilometer running trail.
Brooks commissioned Shanghai-based architecture firm L.L. Lab to create the feeling of a runner looking toward the horizon. The concepts complement the brand’s new “Let’s Run There” marketing expression, which encourages people to celebrate the power of running and achieve their own goals. The store will also use its eye-catching hero displays to promote Brooks’ latest product launches approximately every 60 days. In addition to the store, Brooks will take advantage of other marketing opportunities around the mall to get the word out about the new store and its products to consumers.
Looking ahead, Brooks plans to open one to two more stores in China in the first half of 2025. These include a second store in Shanghai and one in Beijing. The brand is intentionally taking a slow approach to its retail rollout in China to find the best possible retail locations. In the second half of 2025 and into the spring of 2026, Brooks plans to eventually partner with a retail operator in China to open stores and sell products on behalf of the brand for faster expansion.
