Core Viewpoint - High-end sports brands are rapidly expanding their presence in airport retail channels, attracting travelers with a wide range of products and interactive experiences [1][4][5]. Group 1: Market Trends - High-end sports brands such as Lululemon, Arc'teryx, and Descente are increasingly entering airport markets, previously dominated by luxury brands like Hermes and Prada [4][5]. - The airport retail environment is evolving, with airports becoming key commercial hubs that integrate dining, shopping, and cultural experiences [7]. Group 2: Consumer Behavior - The consumer demographic at airports is characterized by strong purchasing power and low price sensitivity, aligning well with the target audience of high-end sports brands [7]. - Outdoor sports are transitioning from niche activities to mainstream lifestyle choices, with significant growth in outdoor apparel and equipment consumption [7][8]. Group 3: Brand Positioning - High-end sports brands are focusing on enhancing their brand image by promoting exclusivity and high quality, aiming to position themselves as premium lifestyle choices [5][9]. - The appeal of high-end sports brands lies in their functionality and social attributes, making them attractive to younger consumers seeking self-expression and social engagement [8][9].