For Seema Simmons, Nike's vice-president of Global Women's Running & Fitness, a recent night out with the Shanghai Night Run Club illuminated just how deeply running has taken root in China.

From seven-year-olds to 70-somethings, runners of all ages and backgrounds gathered in the city's iconic nongtangs (alleyways) to run under the evening lights, a proof of the growing appeal of the sport across China, Simmons said.

"Seeing so many people running after a long day of work is inspiring," she said.

"In the United States, you don't see such scale of running at night. The passion here shows that running is becoming a part of daily life, and it's thrilling for us to be part of that story."

Her time with the local running club was a reminder of how communities shape the sport — and of Nike's commitment to supporting them as they chase their goals, she added.

As running continues to gain momentum in China, Nike is evolving its strategy to lead this growth by investing in its key sports.

At the 7th China International Import Expo, Nike showcased its latest innovations, with Simmons emphasizing the specific role of Chinese women in driving the sport's growth.

"Globally, we are seeing increasing participation in running and specifically of women," she said.

About 70 percent of the research in the Nike Sports Research Lab focuses on women. Women help provide more intuitive and actionable insights for their creation process, Simmons said.

"In China, women are not just looking for high-performance features such as maximum cushioning but also prioritize style," she said. "They love taking their selfies after a race."

This focus on running is part of Nike's long-term vision for China, according to Dong Wei, chairman and CEO of Nike Greater China.

"Running has always been a core focus for Nike, and the potential in China is extraordinary," Dong said.

"We're doubling down on our investment in running here, aiming to lead the Chinese running industry with products and experiences built around the needs of Chinese runners."

The company opened its first Sports Research Lab Form accessible to everyday consumers at the Nike Shanghai Brand Experience Store.

China is the first market to offer this service at retail.

There, local runners can access advanced biomechanics testing to better understand their performance and receive recommendations tailored to their bodies and goals.

Matthew Nurse, vice-president of the Nike Sport Research Lab, said that China's diverse population contributes to critical data collection.

"China is an important part of our future innovation strategy to invest, make sure we get insights from local athletes and use those to make sure we offer the best products and experiences for not only China, but for the rest of the global markets," Nurse said.

Nike's newest road running footwear lines include franchises of responsive, maximum and supportive cushioning.

Beyond footwear, the brand introduced other running apparels and trail running products.

For Nike, the competition in the Chinese market is fierce, yet Simmons and her team see it as an energizing challenge.

"Competition in a race is what fires us up to go faster and stronger," she said with an analogy of athletes." "The growth of the sport of running is going to continue to push us in updating innovation and experiences."