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