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Pudong embraces diverse sports consumption with new scenarios

english.pudong.gov.cn Updated:2026-07-10

Pudong New Area is expanding sports consumption through diverse scenarios and new business models as ISPO SHANGHAI 2026, a key event of the 2026 Shanghai Sports Consumption Season, opened in Shanghai.

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ISPO SHANGHAI 2026. [Photo/WeChat ID: pdnews]

Held at the Shanghai New International Expo Center, the three-day event, running from July 3 to 5, brought together nearly 500 domestic and international outdoor lifestyle brands, showcasing equipment and experiences across running, cycling, climbing, water sports, and outdoor pet activities.

Beyond the exhibition, sports have become part of everyday life in Pudong, with cyclists enjoying riverside routes and water sports flourishing on Senlan Lake. The integration of sports, commerce, tourism, and culture is creating new momentum in consumption.

The event highlighted a growing trend toward more segmented sports consumption, as consumers seek products tailored to specific scenarios, lifestyles, and social identities rather than focusing solely on functionality.

Emerging formats include pet-friendly outdoor activities, immersive sports experiences, and sports-linked commercial events. At Pudong Football Stadium, ticket holders gain benefits such as dining discounts and shopping rewards through the "ticket-stub economy" model, which transforms a game ticket into a broader urban experience.

With improved infrastructure and an innovative business environment, Pudong is attracting sports brands and enthusiasts. The district aims to foster more international brands, innovative projects, and cross-sector integration through "sports + exhibition," "sports + commerce," and "sports + tourism" models.