A state-led push to promote winter sports in China ahead of the 2022 Olympics in Beijing will help outdoor brands maintain faster sales growth in the country than the overall sportswear market, according to the China head of German group Jack Wolfskin, Frederic Guiral de Haas. Undeterred by a lack of snow in most of China, public and private investment is piling into ski slopes, according to the Financial Times. Beijing aims to open 1,000 ski resorts by 2030, almost double the number now. China’s President Xi Jinping donned winter wear to inspect the progress of the Olympic skiing venue in Hebei province earlier this year. Foreign brands are estimated to control about 70% of the $2.9bn Chinese winter wear market, led by Columbia and The North Face. According to de Haas, affluent consumers are taking up outdoor pursuits such as mountain climbing and hiking, helping the brand’s China sales rise more than 15% last year, mainly in premier cities.