The 2026 China GT Chinese Super GT Championship in Shanghai set a record for the event’s decade-long history, with every ticket for the first leg sold out. According to the organizers, all 45,000 tickets for the Shanghai leg were snapped up 45 days in advance, and over 50,000 fans attended the two-day race weekend. The number of competing cars surged from 12 to 57, marking an unprecedented surge in the sport’s popularity.
At the heart of this high-octane motorsport spectacle, Helly Hansen teamed up with UNDEFEATED to create the “NO.85 RACING ZONE” pop-up space at the event’s entrance.
Why would a century-old Scandinavian outdoor brand, born from the sea and rooted in sailing, show up at a racetrack? This was no random crossover. It was a symbolic snapshot of Helly Hansen’s ambitious moves in the Chinese market throughout 2026.
**Navigating Beyond the Mountains and the Sea: A Companion for the Journey Forward**
In today’s fiercely competitive high-end outdoor market, brands are fighting not just on functional specs, distribution, or product lines, but on building deeper emotional connections and meaning for consumers. While traditional outdoor brands compete for snowy peaks, campsites, and urban streets, finding new avenues of expression beyond these established scenes has become a key challenge. The rising tide of motorsports offers a fresh gateway.
The heat generated by this year’s China GT in Shanghai is proof of the potential. As a premier domestic GT event, it’s not just about professional racing; it’s rapidly becoming a hub for speed culture and youthful communities. By entering the scene with Wang Yibo—a professional driver in his own right—and his No. 85 car, Helly Hansen isn’t just doing a simple partnership. It’s a deliberate strategy to push professional outdoor culture from mountains and seas into far broader contexts.
This expansion feels organic, not forced. Racing might seem distant from traditional outdoor pursuits, but it shares the same DNA of operating under high pressure and risk. Drivers endure speed, noise, extreme temperatures, and constant battles to stay focused. For a brand forged in the harsh environments of sailing and skiing, this isn’t an alien world—it’s just another real-world test.
Wang Yibo’s relationship with racing goes far beyond a celebrity hobby. As the first entertainment star in mainland China to earn an FIA D-class professional racing license, he trains and competes consistently, honing his skills and judgment on the track while breaking new ground under immense speed and pressure.
This echoes his approach to diverse challenges, whether in street dance, motorcycling, skiing, diving, or free solo climbing. He doesn’t just dabble—he commits fully, learns the rules, accepts training, faces risks, and continuously pushes outward and forward in real scenarios.
As he said in the documentary “Exploring New Territory”: “You should have the ability to face any problem that arises and handle it. As long as your target is accurate, you will get there.”
This focus, action, adventurous spirit, and steady growth align perfectly with Helly Hansen’s brand ethos.
Founded in 1877 on the coast of Norway, the brand originally created professional protective gear for maritime workers facing constant wind and cold. From these demanding environments, Helly Hansen built a legacy of waterproof, windproof, warm, and functional protection, extending from sailing to skiing, outdoor adventure, and urban outdoor lifestyles. For them, the outdoors is never just a backdrop—it’s a proving ground where products are tested and refined.
Thus, the collaboration with Wang Yibo is not about a single flashy crossover. It’s a meeting of kindred spirits: an outdoor brand that tempers its products in real conditions, paired with an individual who continuously enters real environments and pushes forward.
**From Celebrity Exposure to Authentic Connection**
“Speed is not about conquering. Waves are not meant to be overcome. They are the pulse of the companion moving forward together.”
This year, Helly Hansen launched a new brand campaign with Wang Yibo, inspired by its century-old maritime spirit of freedom and exploration, turning the lens back to its core sailing scene.
In the footage, a deep blue sea rises and falls, waves crashing. Wang Yibo maneuvers the sails, leaning out over the hull, constantly adjusting his balance against the wind to keep the boat upright. Then, with a splash, he falls into the water.
The camera doesn’t stop at the mishap or shy away from the real imbalance of sailing. Using reverse chronology, the film takes viewers back to his pre-departure training and learning sessions, showing him practicing and understanding the rules under professional guidance. After falling, he quickly regroups, uses the hull to climb back aboard, and continues. The whole sequence authentically captures the wind, the fall, the adjustment, and the restart.
For a brand, placing its ambassador in a core, authentic sailing environment—the very heart of its professional heritage—is powerful. More importantly, Helly Hansen provided complete system support, from theoretical instruction and professional training to hands-on practice. This moves the brand-ambassador connection beyond superficial endorsement to a shared expression based on a real environment and common spirit.
Notably, the HYDROPOWER line Wang Yibo wears in the film is designed for high-speed water sports, blending outdoor tech with sailing spirit. Quick-dry fabric keeps him light and comfortable while offering versatile protection across new items like jackets, cooling T-shirts, and knit shorts. Unlike traditional heavy sailing gear, this series is more attuned to modern maritime lifestyles, allowing more active people to experience the brand’s professional performance.
Thus, the ambassador’s participation, a real sailing environment, and specific product features all converge in a single visual narrative.
This is especially crucial for Helly Hansen’s communication in China. While its brand strength comes from decades of extreme-environment expertise, sailing remains a niche sport in China. To build mass awareness, the brand needs a relatable entry point. Wang Yibo’s influence and athletic practice fill that role, transforming a distant sailing scene into a brand story that’s easier to understand and discuss.
**Expanding Horizons: Helly Hansen Accelerates Its ‘Forward’ Narrative**
Zooming out to the brand’s broader trajectory in China reveals a pattern of accelerating actions over the past two years.
The early years focused on laying foundations: entering from the professional sailing circle, patiently nurturing the market, steadily building channels, and establishing brand recognition around product functionality and professional scenarios. The payoff is visible—Helly Hansen achieved 116% sales growth in China in 2024, and 127% in the first half of 2025. This is remarkable given the pressure on the overall high-end outdoor market.
Now, in 2026, the brand has entered a more proactive phase of amplification, expanding in brand scenarios, audience reach, and brand language.
First, sailing remains Helly Hansen’s core identity. In early 2026, the brand partnered with the 177-year-old Royal Hong Kong Yacht Club for a launch at Victoria Harbour, with Asia’s largest sailing yacht “Zili 5” and the award-winning “China Ningbo No.1” M32 catamaran leading the way. This not only reinforced its sailing DNA but also signaled a deep commitment to the southern China market, integrating its marine brand identity into the high-end outdoor lifestyle in the Greater Bay Area.
Simultaneously, Helly Hansen is actively broadening its audience. For International Women’s Day, it featured nine women from diverse careers and sports backgrounds, including Song Kun, China’s first female solo circumnavigator, and Xu Lijia
