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...