Heritage running shoe brand Saucony has opened its first store in Shanghai at Super Brand Mall.

The company says the opening represents an important milestone in the brand’s development in China.

The 122-year-old brand is actively expanding its Chinese retail network by entering major cities in order to cater to a burgeoning demand from the country’s growing elite class.

The start of business also marks a transition in Saucony’s marketing strategy from online stores to physical stores in the market, while raising awareness of the brand’s shoes and apparel in China. The company intends to follow through with more brick-and-mortar stores in other Chinese cities.

The store was launched by management from Saucony and its local partner Xtep.