How adidas is tackling the China challenge
Andrea Sophocleous
It is home to one-fifth of the global population and is the second-largest economy in the world. But 650 million people live on less than US$2 a day.
China is a country of contradictions and complexity – and one most marketers don't truly understand, according to Colin Currie, managing director/Greater China for sportswear brand adidas. Speaking at the World Federation of Advertisers' (WFA) Global Marketer Conference – held in Sydney in March 2014 – he claimed that the Asian nation is redefining almost every aspect of commerce, business and politics.
"We...