At the ongoing 8th China International Import Expo, sports giant Nike announced the official opening of its new Greater China creative hub, ICON.Shanghai. This marks Nike's first creative center outside the US, highlighting the brand's commitment to deepening its local presence in content creation.

Located in Shanghai's prime Huangpu Riverside area, ICON.Shanghai spans 7,000 square meters and is equipped with world-class facilities, making it one of Nike's largest creative hubs globally.

"The launch of ICON.Shanghai is a significant step in our commitment to the Chinese market. Here, we aim to 'tell the story of Nike and sports from a Chinese perspective,' using content not just as a brand expression but as a bridge connecting sports spirit with everyday life, inspiring more people to engage in and love sports," said Wu Qian, vice-president of brand marketing for Nike Greater China.

In 2023, Nike established its sports research lab in China, and the Nike sports research lab "Form" debuted at the CIIE in 2024.

Marking its sixth consecutive year at the expo, Nike showcased leading technologies and innovative products across its three major brands — Nike, Jordan, and Converse— highlighting key moments of glory for Chinese athletes under the theme of "Victory."

Dong Wei, chairman and CEO of Nike Greater China, expressed pride in Nike's over 40-year involvement in China's sports industry. "We are proud to have participated in and witnessed the growth of China's sports sector. In the future, we will continue to root ourselves in China and support the development of Chinese sports."