在过去两年中，中国乃至全球范围内奢侈行业降温、运动行业上升形成了最鲜明的对照组。 越 来 越 多 消 费 行 业 人 士 开 始 承 认 ， 这 种 转 变 的 核 心 因 素 并 非 简 单 的 经 济 周 期 下 滑 或 收 入 端 波 动，而是生活方式的变化。 这 种 变 化 的 本 质 在 于 新 一 代 消 费 者 价 值 观 变 化 指 向 的 消 费 动 机 迁 移 —— 从 " 社 会 地 位 的 外 显"转向"健康表现与真实体验"，与马斯洛需求层次中的"爱与自我实现"高度契合。 而这轮转变之所以深刻，在于它直接改写了"什么值得花钱"。 如 果 把 2 0 2 5 年 的 大 众 消 费 做 一 张 " 热 力 图 " ， 运 动 ， 尤 其 是 户 外 运 动 ， 无 疑 是 最 亮 的 色 块 之 一。 中国体育用品业联合会户外产业专业委员会发布《中国户外市场报告》数据显示，2 0 2 4年户 外市场规模增速达2 3%，体量突破1 5 0 4亿元。 萨 洛蒙总裁 兼 全 球 首 席 执 行 官Gu ill a ume Me y z e n q前不久接受 媒 体 采 访 时 的 洞 察 也 ...

Core Insights - The article highlights the transformation of the Chengdu IFS-Chunxi Road-Taikoo Li shopping district, showcasing its blend of traditional and modern elements, and its appeal to international consumers [1] Group 1: Tax Refund Policies - Chengdu IFS features over 180 duty-free shops, offering a wide range of products including clothing, electronics, and cultural items, making it a comprehensive shopping destination for tax refunds [1] - The district has introduced an "immediate purchase and refund" service, allowing tourists to receive tax refunds at the point of sale, enhancing the shopping experience [1] Group 2: Online Services and Growth - The "Code Refund" online service allows tourists to process tax refunds via a mobile app, streamlining the refund process and encouraging repeat purchases [2] - From January to July this year, the sales and tax refund amounts in Jinjiang District increased by 219.5% year-on-year, serving nearly 5,000 foreign tourists [2] Group 3: Brand and Store Development - The district has attracted numerous flagship stores, including Adidas' first brand center in Sichuan, which offers personalized products that resonate with foreign tourists [3] - Jinjiang District has established the first national flagship economy development center and research institute, fostering new brands and shopping experiences [3] - To date, the Chengdu IFS-Chunxi Road-Taikoo Li area has introduced over 600 flagship stores and nearly 2,000 international brands, hosting over 100 premiere events [3]

Group 1 - Adidas has signed NBA star Anthony Edwards for his first promotional tour in China, following previous visits by other NBA players, indicating a strong push in marketing and brand engagement in the Chinese market [2] - The influx of NBA stars to China is part of a broader strategy by sports brands like Adidas, Li Ning, and Under Armour to leverage celebrity endorsements for new product launches and to connect with local fans [2] - Despite claims that the sneaker market is declining, major sports brands continue to invest heavily in basketball, suggesting confidence in the long-term viability of this segment [2][4] Group 2 - Adidas has recently signed a lifetime contract with NBA star Damian Lillard, highlighting the brand's commitment to basketball and its strategy to secure long-term partnerships with key athletes [4] - The basketball business for Adidas saw significant success in the 1980s and 1990s, but the brand is now focused on identifying new star players to maintain its market presence [4] - Under Armour has successfully built its basketball brand around Stephen Curry, demonstrating the potential for growth through strategic athlete partnerships [4] Group 3 - The sneaker market has experienced a cooling trend, with only 47% of sneakers on the StockX platform expected to sell above retail price in 2024, down from 58% in 2020, indicating a shift in consumer behavior [8] - The rise of marathon running has led to increased competition from new brands like ON and HOKA, prompting traditional brands to diversify their offerings towards running shoes [9] - Despite the market cooling, basketball shoes remain a crucial segment for sports brands, with companies like Li Ning emphasizing the importance of basketball in their overall strategy [9][11] Group 4 - High-end basketball shoes are viewed as a premium segment within the sneaker market, representing the pinnacle of technology and trendsetting in athletic footwear [11] - The era of extreme sneaker speculation may be over, leading to more rational pricing and increased accessibility for consumers, provided that brands continue to innovate and offer attractive products [11]

在论坛"构筑消费绿色供应链、产业链和价值链"的圆桌会议中，阿迪达斯大中华区可持续发展高级总监 吴亮指出，"作为一家品牌公司，我们80%的碳排放量来源于供应商，做全价值链管理的时候，这是一 个很大的挑战，需要我们和供应商一起来合作。" 在具体实践上，阿迪达斯从原料入手，利用再生聚酯纤维取代传统的棉材质，相较于棉制品，再生聚酯 纤维大大减少了水资源消耗、化学污染、温室气体排放和微塑料释放。 (作者：易佳颖,王野编辑：骆一帆) 阿迪达斯作为品牌轻资产运营商，自身不拥有工厂，由此带来的"排放责任与管控权限错位"的困境，迫 使品牌必须突破传统甲乙方关系，让供应商不仅是生产伙伴，更是减碳战役中的命运共同体。 ...

Core Insights - The core viewpoint of the article emphasizes that localization for international brands in China has shifted from being an option to a necessity for survival, as demonstrated by Adidas's successful localization strategy that focuses on talent incubation and cultural integration [1][3]. Group 1: Adidas Localization Practices - Adidas's localization is not merely about product modification but involves deep "creative localization" and "talent localization," along with channel adjustments and product innovation to reverse market decline [3]. - The core strategy focuses on "talent" and "culture" to activate local dynamics, with the A.C.E. (ADIDAS CREATOR EXPERIENCE) project serving as a key initiative to build competitiveness through talent and cultural integration [3][4]. - Talent incubation involves creating a closed-loop system for practical experience and retention, allowing young Chinese designers to participate in real product development, which aligns designs with local consumer needs [3][4]. Group 2: Cultural Integration - Cultural integration is about embedding local elements into products, making them the "soul" of the offerings rather than superficial decorations, as seen in various product designs that reflect Chinese culture and sports spirit [4][6]. - The integration of local culture into product functionality and design logic has led to successful products that resonate with consumers, such as the "Wuxia-style fencing shoes" that combine cultural themes with athletic performance [4][6]. Group 3: Market Adaptation and Performance - Adidas has optimized its channel strategy by closing underperforming stores in major cities while expanding in lower-tier cities, resulting in a 14% growth in wholesale channels and an 11% increase in DTC channels in 2024 [6]. - The proportion of locally designed products has exceeded 80%, with significant revenue growth in non-YEEZY product lines, indicating the commercial value of local design [6]. - In 2024, Adidas's Greater China revenue reached €3.46 billion, a 10.3% year-on-year increase, with Q4 revenue growing by 16.1%, showcasing a rebound in performance and improved brand perception [6]. Group 4: Lessons and Strategic Insights - The experience of Adidas provides three key takeaways for both international and local brands: the importance of local talent, the need for genuine cultural integration, and the commitment to long-term strategies rather than short-term tactics [7][8]. - Brands should focus on local creative talent to ensure products meet market demands, moving beyond superficial localization efforts that fail to resonate with consumers [9][10]. - Long-term investment in local talent and culture is essential for building a stable market presence and consumer trust, as demonstrated by Adidas's 20 years of commitment to the Chinese market [12][13].

Core Points - Adidas faces controversy over its new shoe "Oaxaca Slip-On," which is accused of cultural appropriation of traditional Mexican huarache sandals, leading to strong criticism from Mexican politicians [2] - The company has issued an apology, acknowledging the cultural significance of the Mexican indigenous community and the craftsmanship involved [2] - The shoe was developed in collaboration with Mexican designer Willy Chavarría, who also apologized for the unauthorized use of cultural elements [2] Financial Performance - Footwear contributes over half of Adidas's revenue in 2024, aiding the company in returning to profitability [3] - Adidas experienced a decline in net profit from 2021 to 2023, with 2023 marking its first loss since 1992 [4] - Key drivers for revenue growth in footwear include soccer shoes, running shoes, and the resurgence of classic models like Samba, which saw a 300% increase in sales [4] Recent Financial Results - In Q2 2025, Adidas reported global revenue of €5.952 billion, a 2.2% year-on-year increase, with net profit rising by 94.6% to €369 million [5] - Footwear revenue grew by 9%, with the ADIZERO 0 series running business increasing by over 25% [5] Impact of Tariffs - Adidas's CEO, Gulden, indicated that the company faced tens of millions of euros in impact from tariffs in Q2, with an expected increase in product costs of €200 million in the U.S. [6] - The company does not plan to pass on increased costs to other markets [6] Cultural Appropriation Context - The controversy surrounding cultural appropriation differs from simple plagiarism, as it involves unclear boundaries of original IP and adjustments made to distinguish from the original [7] - Experts suggest that brands should communicate with original IP holders before using cultural elements to avoid potential infringement [8]

近日，德国体育用品制造商阿迪达斯，因新鞋"Oaxaca Slip-On"设计涉嫌抄袭墨西哥原住民手工凉鞋"huarache"，在墨西哥引发轩然大波。 这款新鞋由阿迪达斯与设计师查瓦里亚合作推出，采用编织皮革和厚橡胶鞋底，鞋面设计酷似墨西哥瓦哈卡州萨波特克人工匠制作的传统凉鞋。墨西哥总统 辛鲍姆等政界人士指控阿迪达斯涉嫌"文化挪用"，并要求赔偿。辛鲍姆在8日的新闻发布会上展示新鞋图片，称阿迪达斯"窃取原住民社区的创造力"。目前, 瓦哈卡州政府已展开谈判，墨西哥方面甚至准备采取法律措施。 面对争议，阿迪达斯发布声明道歉，称重视墨西哥原住民文化遗产，愿与当地社区合作对话。设计师查瓦里亚也发表道歉信，对未经授权挪用文化元素表示 歉意。此前，墨西哥已通过法案，对未经授权使用原住民文化表现形式的行为处以高额罚款和监禁。目前，阿迪达斯未回应该鞋是否仍在销售。 ...

好者，大刘家的"小身为一名户外徒步爱朋狗"阿尔法户外装备也越来越多。 "这两年，每次户外徒步都会带着阿尔法。在难度较高的户外路线，一件功能性强的狗衣服是必须的， 它能够抗风、保暖、防雨，甚至能防虫和防刮蹭，保护狗狗在户外不受伤。"在大刘社交媒体晒出照片 中，狗狗阿尔法已经拥有了滑雪服、冲锋衣、羽绒服、雨衣、护目镜等等多个装备。 大刘并非个例。随着宠物代替婴儿，成为新一代家庭的"宠儿"，一场围绕"它经济"的商业变革随之而 至，运动品牌也将布局宠物服饰赛道视为年轻化的必备一环。 5月20日，阿迪达斯于上海安福路三叶草旗舰店全球首发三叶草宠物系列，包括运动短袖、项圈、宠物 包，以及与宠物同款的成人款T恤。1个多月后，阿迪的Adidas Originals宠物系列起正式在天猫旗舰店开 售，主推纯棉宠物T恤等产品，售价199元/件。 不只是阿迪达斯，耐克Jordan旗下Jordan By You飞翔定制推出了髦孩子夏日限定系列，锐步、北面、 Montbell、GAP、MUJI无印良品以及MLB等一众品牌都推出了毛孩子们相关产品，包括宠物T恤、项 圈、牵引绳和围兜等等。 那么宠物服饰究竟是一门逢挖必有得"金矿"嘛？ 瞄准 ...

Core Viewpoint - Adidas faces significant backlash over the design of the "Oaxaca Slip-On" shoe, which allegedly appropriates cultural elements from the traditional Mexican "huarache" sandals without authorization [1][2] Group 1: Controversy and Response - The "Oaxaca Slip-On" shoe, designed in collaboration with Mexican designer Willy Chavarría, sparked controversy for its resemblance to traditional "huarache" sandals, leading to accusations of cultural appropriation [1] - Mexican President Claudia Sheinbaum publicly criticized Adidas, accusing the company of "stealing the creativity of indigenous communities" and disregarding indigenous intellectual property [1] - In response to public pressure, Adidas issued a statement acknowledging the design's inspiration from Oaxaca's traditional craftsmanship and apologized for the lack of authorization [2] Group 2: Legal and Cultural Implications - The Mexican government has initiated negotiations with Adidas for compensation to the indigenous community and is prepared to take legal action due to the unauthorized use of cultural elements [1][2] - Mexico has strict laws protecting indigenous culture, with high fines and imprisonment for unauthorized use of indigenous cultural expressions [2] - The designer Willy Chavarría also issued a bilingual apology, admitting the design's unauthorized appropriation and emphasizing the intention to honor Oaxaca's culture [2]

近日，据环球网援引美国有线电视新闻网（CNN）、《纽约时报》等外媒报道，德国体育用品制造商 阿迪达斯近日发布的一款新鞋"Oaxaca Slip-On"，因其设计涉嫌抄袭墨西哥原住民手工凉鞋"huarache"， 在墨国内引发轩然大波。 墨西哥总统辛鲍姆等政界人士甚至亲身下场，在公开场合对阿迪达斯作出了指控。 在上周五（8月8日）举行的一场新闻发布会上，辛鲍姆展示了阿迪达斯新鞋的图片，严厉指责阿迪达斯 等公司"窃取原住民社区的创造力"。她透露，瓦哈卡州政府已与阿迪达斯展开谈判，要求其向原住民社 区赔偿，并且墨西哥方面已准备采取法律措施。 墨西哥文化部官员玛丽娜也在同日发布会上表达了类似观点，称此类行为是对墨西哥传统文化的不尊 重。 值得注意的是，阿迪达斯7月底刚刚披露了2025上半年的最新财报。公司实现营收121.05亿欧元，同比 增长14%；营业利润达12亿欧元，同比增长70%；毛利率同比提升0.9个百分点至51.9%。 其中，大中华区的业绩尤为抢眼，已经连续9个季度上涨。上半年大中华区实现营收18.27亿欧元，同比 增长13%；二季度的营收达到7.98亿欧元，同比上升11%。 彼时，阿迪达斯全球CEO古尔登 ...