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After a quick return to Northern California and a
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Joined: 29th Aug 2018
29th Aug 2018
Consequently, Adidas has been more of a lifestyle brand here. The brand is very popular among the young Chinese and it's also not uncommon to see them wearing
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and clothing at university, work, and out for the street. As sports engagement rates rise in Cina, we expect to see the proportion of athletic wear to raise, which is a big opportunity for people in the coming several years.
As in the remaining world, many Chinese consumers associate Adidas having a rich heritage as the soccer brand. This association is reinforced by each of our sponsorship and advertising ads with athletes like
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and Lionel Messi.
Nevertheless, in China the growth in popularity with the NBA has made basketball an even more important business for us. Adidas-sponsored players like Derrick Increased by and Dwight Howard have got made multiple trips to
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and have become very popular here.
Andrew: How would you characterize
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the competitive landscape from the sportswear industry in Tiongkok?
Erick: As is so in much of the planet now, the sportswear industry in China can be a two horse race in between Adidas and Nike. Although other international brands can be found in China, they have been eclipsed a lot by the emergence associated with some formidable local Chinese language brands. The market is rather dynamic and competition is definitely fierce. The sheer size of the opportunity ensures that this
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will be the case for countless years to come.
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