Lion Outdoor was established in 2008 as the China brand operations headquarters through a collaboration between the U.S.-based Lion International Investment Co., Ltd. and Shengshiwang Sports Goods Co., Ltd. from Jinjiang. It was the first in China to advocate the outdoor sports concept of "respect, equality, and love." After years of exploration, it has developed into a leading Chinese brand in outdoor sports equipment, integrating design, product development, production, and marketing.
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