How adidas is tackling the China challenge

This event report discusses how adidas, the sports brand, is progressing in China, and the learnings for other brands in this market.

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...

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