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 […]
“The middle-class women have given Lululemon steady happiness”: Trending hashtag on Chinese social media
Lululemon, once known as a niche brand targeting those who aspire to have an active lifestyle, has shown great market growth with its net revenues in the Chinese mainland market reaching USD 964 million throughout the fiscal year of 2023, marking a remarkable 67% increase from the previous year. The women’s apparel line plays a critical role […]
Under Armour’s strategic fusion of fitness and community in China
In 2011, Under Armour (UA) marked its official entry into the Chinese market by establishing its first store in Shanghai. Since then, the US sportswear brand has experienced significant growth, currently boasting 836 stores across China, with a presence in 34 provinces and regions. As of the second fiscal quarter of 2023, the Asia-Pacific region, […]