Adidas in China: Winning back consumers through its “In China, For China” strategy
In 2024, Adidas boasted net sales of EUR 3.5 billion in Greater China, a 10% YoY growth (currency-neutral) – a rebound following an alarming 36% YoY revenue drop in 2022. Accounting for around 15% of Adidas’s global revenue, the Chinese market is the third largest after Europe and North America and remains crucial to its […]
Nike in China: A sportswear giant’s journey back to the top
Nike is in a battle to reclaim its leadership in China, a market fundamental to its global identity and future growth. For years, the Nike Swoosh ruled with its international star power and deep roots in Chinese sports. But the game has changed, a massive wave of homegrown pride, the “Guochao” movement, accelerated local rivals […]