Last word from the East: This girl can?
Edward BellFCB Greater China
If only young Chinese women had taken to sports with the same enthusiasm as they have for public square dancing, China's sport brands would have saved themselves a lot of heartache and been a lot more successful in inspiring participation. Given the success of Sport England's 'This Girl Can', the question has to be asked 'are China's girls really different from those of the West or are China's sports brands just not getting it?'
Somehow, China's girls have no problem in finding the right excuse to put...