Here’s a polished English translation of the Chinese title: **”Descente Hosts Cycling-Themed Event in Shenzhen to Celebrate the Grand Opening of the DESCENTE SHENZHEN City Concept Store”**

Riding Against the Wind, Moving in Sync

SHENZHENApril 30, 2026 /PRNewswire/ — Premium professional sports brand DESCENTE hosted the “Riding Against the Wind, Moving in Sync” cycling-themed event at Shenzhen Mixc World, and officially unveiled the DESCENTE SHENZHEN City Concept Store. On the day of the event, DESCENTE brand ambassador Wu Lei, brand triathlon ambassador Li Pengcheng (Bas), and signed athlete Li Si attended the scene, joining brand executives to witness DESCENTE opening a new chapter in Shenzhen.

“Riding Against the Wind, Moving in Sync” is not only the theme of this cycling event but also forms the core thread of the brand’s dialogue with the city. Shenzhen is defined by speed, innovation, and openness, while DESCENTE adheres to professionalism, craftsmanship, and precision. The two resonate deeply in their spiritual pursuit of “focused progress and continuous breakthrough,” making “moving in sync” the perfect footnote for this opening.

With the official launch of the DESCENTE SHENZHEN City Concept Store, the brand’s retail network in Shenzhen has been further enhanced, gradually forming a differentiated layout around different business districts and population structures. This deepens the brand’s local development and long-term investment in the South China region, marking a new phase in the brand’s expansion in the South China market.

Differentiated Layout: Covering Diverse Consumption Scenarios

Currently, DESCENTE has established a diversified store layout covering core business districts in Shenzhen, creating differentiated retail scenarios for different regions and consumer groups. Among them, the DESCENTE “Glacier Realm” Concept Store at Shenzhen Mixc is located in the city’s high-end business district, reaching core consumers who value quality and professional experience. The DESCENTE SHENZHEN City Concept Store at Shenzhen Mixc World integrates into a youthful urban lifestyle scene, connecting with younger consumers full of vitality and expression. The Shenzhen Bay Mixc store, leveraging the area’s mature business and living environment, integrates professional sports into efficient daily life. Through the synergistic presentation of diverse store types and scenarios, the brand has built a more layered and targeted retail network in Shenzhen.

Riding Against the Wind: Official Launch of the City Concept Store

The new DESCENTE SHENZHEN City Concept Store is located in the city’s core area for young consumers. It showcases the brand’s premium professional expression with a new spatial design, incorporating seasonal themed interactive experiences to create a composite space integrating product experience, community gathering, and sports exchange. On the day of the event, numerous guests attended to witness the occasion and jointly illuminated the DESCENTE SHENZHEN brand logo through a cycling activity, riding against the wind in synchronized coordination.

During the speech segment, Mr. Le Jun, President of DESCENTE (China) Co., Ltd., shared insights on the brand’s ongoing expansion in Shenzhen and the South China market. Through the continuous rollout of stores in different business districts and formats, DESCENTE is gradually building a more layered retail network and connecting professional sports with everyday life scenarios through spatial expression. In the future, the brand will continue to deepen its presence in the Shenzhen market, continuously optimizing product and retail experience.

Leveraging its diversified store layout in Shenzhen, DESCENTE has not only enhanced its retail network in the city but also further solidified its brand footprint in the South China market. Going forward, DESCENTE will continue to uphold its brand philosophy of “Design Drives Sports Spirit,” focusing on professional product innovation, upgrading retail experiences, and continuously expanding its premium professional sports territory. It will join hands with more action-takers and sports enthusiasts to ride against the wind and experience moments of sync.

About DESCENTE:

DESCENTE is a French word meaning “slip down.” The brand’s iconic arrow logo is known as the “Quality Mark,” representing the three basic skiing techniques: “straight descent,” “diagonal descent,” and “traverse.” This signifies DESCENTE’s brand DNA rooted in skiing. The three arrows converge into a large arrow facing upward, symbolizing courage and fearlessness, embodying the skiing attitude of descending physically while ascending spiritually. This also implies that DESCENTE always upholds exquisite manufacturing craftsmanship as its foundation, continuously breaking limits, and pursuing functional aesthetics and technologically innovative design.