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 […]