Sportswear in China – how local brands challenged the might of Nike and Adidas

Sportswear is one of the most fiercely contested markets in China. It is also one market where local brands are providing stiff competition to global giants.

Sportswear in China – how local brands challenged the might of Nike and Adidas

Glenn Smith

Sportswear is one of the most fiercely contested markets in China. The nation's ever-swelling consumer classes, and their growing understanding of cultural trends from outside China, have created a huge opportunity for sportswear brands. The race is on to sign up athletes, to associate with popular sports and events, to expand distribution networks, and to maintain the all-important 'edge' that will win over young consumers.

Interestingly, sportswear is one area where local brands vie toe-to-toe with global giants. The past couple of years have...

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