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 […]
Adidas in China: will the brand bounce back?
Adidas is currently one of the biggest sportswear manufacturers, with a worldwide revenue of USD23.8 billion in 2022. Adidas entered the Chinese market in the early 90s without setting up its own store. The imported products were sold through bigger franchises until Adidas opened its first headquarters in Shanghai in 1997. China has played a […]