“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, […]
Nike in China: A tale of community engagement and women’s empowerment
Nike first entered the Chinese market in 1981, and its growth was characterized by a unique approach. Instead of directly introducing its products, Nike in China opted to support sports clubs and athletic events. A pivotal moment occurred during the 2008 Beijing Olympics when Nike proactively sponsored multiple sports teams, effectively extending its brand presence across […]