Golden Goose Opens Its Second Global Padel Arena at SKP Xi'an
Italian luxury sneaker brand Golden Goose recently unveiled its second global Golden Goose Arena padel sports space, the first in China, located at SKP Xi'an.
The Golden Goose Arena at SKP Xi'an is situated on the terrace of the high-end lifestyle area on the 3rd floor of the mall, featuring two outdoor padel courts with a wine-red color scheme and panoramic glass enclosures. Users can redeem points and book trial classes through the member activities interface of the SKP mini-program. According to the SKP WeChat mini-program, the Xi'an Golden Goose Arena collaborates with Shanghai padel club Padel U, inviting a professional Spanish coaching team to offer trial classes or master private lessons.
The world's first Golden Goose Arena opened in September 2025, located in CityLife, a top residential and commercial district northwest of Milan's city center, covering a total area of over 3,000 square meters, with the sports area occupying 2,800 square meters, including six all-black indoor courts, one professional court equipped with tracking cameras and an LED scoreboard, and two retro-style outdoor courts.
Golden Goose CEO Silvio Campara revealed at the opening ceremony that the investment for the Milan project is in the eight figures (in euros).
Above: Milan Golden Goose Arena
When asked why the brand created such a padel sports space, Campara said: "The Golden Goose Arena aligns with the current development trend of padel, which now has 39 million players, a year-on-year increase of 158%, and a large number of female players, highly matching the brand's customer base of about 70% women."
He further explained: "Golden Goose should transform into a participant in the cultural sphere. The brand has a responsibility to invest in projects that cannot generate immediate returns. Returns should be reinvested in cultural construction, community development, and human well-being."
"We are not the first brand to venture into sports, but our model is different. We have not signed athlete ambassadors; instead, we have built a platform for the public to engage in sports. We value people more than promoting the brand itself."
Above: The all-black indoor courts at Milan Golden Goose Arena
In addition to the sports area, the venue also features public areas, including a restaurant and a playground, as well as a 1,000-square-meter Golden Goose Star boutique offering product personalization services and a lounge area; there is also an outdoor area with permanent kiosks, expected to be operational this November. According to Campara, the Milan Golden Goose Arena is also the world's first padel sports space that is accessible to people with disabilities.
Lounge area at Milan Golden Goose Arena
Bar area at Milan Golden Goose Arena
Retail area at Milan Golden Goose Arena
To provide a smoother experience, facilitate real-time interaction, and build an online community, Golden Goose has also developed the WeSmash padel app, through which users can book courts and private lessons at various levels.
Campara estimates that the Milan Golden Goose Arena will welcome approximately 40,000 padel enthusiasts annually.
Founded in 2000, Golden Goose is a global avant-garde high-end fashion brand that blends luxury style, lifestyle aesthetics, and sporty flair. Since 2020, the company's revenue has grown from €266 million to €734 million in fiscal year 2025. In December 2025, Golden Goose welcomed Sequoia China as its controlling shareholder, with Temasek and funds under its wholly-owned asset management company, Temasek Capital, as minority shareholders, while the former controlling shareholder Permira continues as a strategic minority shareholder.
| Source: SKP Xi'an official WeChat account, Golden Goose official press release, fashionnetwork, Italian newspaper Corriere della Sera
| Image source: SKP Xi'an official WeChat account, Golden Goose official