Salomon Partners with Maia Active for Outdoor-Ready Capsule

Chinese women’s sportswear brand Maia Active has teamed up with Salomon to release a co-branded capsule that blurs the line between mindful movement and outdoor exploration. With product categories ranging from yoga pants and high-impact bras to technical trail shoes like Salomon’s XT-6 Expanse, the collection invites a new generation of Chinese women to embrace versatility—in both wardrobe and lifestyle.

The collaboration features a muted, earthy palette that reflects the collection’s hybrid ethos: technical yet soft, high-performance yet wearable. Maia Active’s signature “cloud-feel” fabric brings the skin-friendly comfort of studio wear, while Salomon’s 3D chassis midsole technology lends the structure and durability needed for trail terrain. The result is a wardrobe that moves seamlessly across environments, from downtown gyms to backcountry hikes.

Beyond design, this partnership marks a strategic expansion for Maia Active. Since its founding in 2016, the brand has focused on tailoring fits and fabric technologies specifically for Asian women—a positioning that helped it achieve profitability in 2022 and led to its acquisition by Anta Group the following year. But with the women’s performance apparel market growing increasingly competitive—bolstered by Lululemon’s localization success, the ongoing push from Nike and adidas, and Alo Yoga’s imminent China entry—Maia Active is under pressure to broaden its product scenarios and deepen consumer engagement.

This new direction comes at a critical moment. According to the 2025 Tmall Fitness Industry White Paper, Chinese consumers are shifting from single-purpose fitness gear to multi-scenario activewear. Outdoor categories like cycling and hiking are outpacing traditional segments in growth, with consumer expectations evolving toward apparel that delivers across disciplines.

The collaboration with Salomon offers Maia Active a platform to enter these outdoor categories with credibility, while preserving its core identity of designing for Asian women. Meanwhile, Salomon stands to benefit from access to a loyal, female-first community—one that Maia Active has carefully cultivated through its content, product storytelling, and offline activations.

As part of the launch campaign, Maia Active’s community platform will partner with Salomon to roll out city-specific fan events in Beijing, Shenzhen, and Wuhan. These experience-driven classes aim to create a tighter feedback loop between product and practice, deepening brand relevance in a segment where authenticity is key.

At its heart, the collaboration represents a coordinated play within the Anta Group ecosystem. Maia Active, as the group’s first women-focused brand, is a crucial bridge to a rising consumer base. For Salomon, it opens doors to a demographic that increasingly drives spending power and lifestyle trends.

In this era of fitness-for-all, performance is no longer defined solely by specs—it’s about resonance, relevance, and the freedom to move across spaces. With this collaboration, Maia Active and Salomon are stepping into that new frontier, together.