Business · Companies · 1 hr ago
Adidas targets outdoor sports and street dance to grow in China
Adidas chief executive Bjorn Gulden says the company sees growing interest in running, outdoor activities and street dance in China.
He spoke to reporters in Shanghai on Sunday.
Adidas is looking to appeal to young people, including university students, with clothing linked to these activities.
The company plans to open more stores and strengthen its online business in China.
It faces competition from international brands such as Nike and Puma, as well as Chinese companies including Anta and Xtep.
Adidas said its sales in China rose 13 per cent last year to US$4.2 billion.
Adidas plans to use outdoor sports and street dance to support its growth in China.
CEO Bjorn Gulden said running and outdoor activities are growing in popularity in the country.
He said street dance is becoming relevant to young people at universities.
Adidas will continue opening stores and strengthening its e-commerce operations in China amid rising competition.
The company reported China sales of US$4.2 billion last year, up 13 per cent year on year.
- Who
- Adidas, led by CEO Bjorn Gulden.
- What
- The company plans to promote outdoor and street dance apparel and expand its stores and e-commerce operations in China.
- When
- Gulden discussed the plans on Sunday. The article was published on 12 October 2026.
- Where
- China; Gulden spoke at a media briefing in Shanghai.
- Why
- Adidas aims to sustain growth and strengthen its position amid heightened competition.
This story does not have two clearly opposing sides.
We see that there’s a running boom and an outdoor boom [in China]
We see new sports like street dance [becoming] new activities that look to be relevant for the young people in the universities.
This story does not have a timeline yet.
- China sales last year
- US$4.2 billion
- Year-on-year sales growth in China
- 13 per cent
- Media briefing location
- Shanghai
- Announced business plans
- Open new stores and strengthen e-commerce operations in China
Sources
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