Nike & Adidas Strive to Localize Design in China

Nike & Adidas Strive to Localize Design in China
Advertising
Sean Leow
  • 25 march 2008

With the upcoming summer Olympics in Beijing and a growing consumer market, sportswear brands are fiercely battling it out in China to find the right mix of Western and Chinese elements in their designs. The Wall Street Journal profiles the efforts of Nike and Adidas, two of the biggest players who are experimenting with new design elements such as Chinese characters, images, colors and athletes to find that uniquely “Chinese” style.

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