Adidas in China: Keeping pace with lower-tier growth

Sportswear giant, adidas has a strategic business plan that targets a series of growth markets, three of which are intended to deliver more than 50% of the sales increase.

Adidas in China: Keeping pace with lower-tier growth

Low Lai Chow

China is a crucial market for adidas. The sportswear giant has a strategic business plan titled 'Route 2015', as part of which it has targeted a series of growth markets: North America, Greater China, Russia/CIS, Latin America, Japan, UK and India.

Of these, three have been labelled 'attack markets', which will deliver more than 50% of the sales increase it anticipates in the coming years. These three markets are North America, Russia/CIS and Greater China.

The brand's previous high-point in the market was during the 2008 Beijing Olympics (adidas...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands