Core Insights - Adidas is increasingly focusing on the Chinese market, which currently accounts for approximately 15% of its global performance [1][4] - The CEO, Bjoern Gulden, emphasizes the importance of localizing strategies and empowering local teams to make decisions [5][6] - The company has seen continuous revenue growth, with a 7.3% increase in global revenue and a 121.4% increase in net profit year-on-year for the first half of the year [4] Market Performance - In the first half of the year, Adidas achieved global revenue of €12.105 billion, with a net profit of €798 million [4] - The Greater China region contributed €1.827 billion in revenue, reflecting a year-on-year growth of 13% [4] Strategic Focus - Adidas aims to integrate sports into urban development in Shanghai through sponsorships and events [1] - The company is leveraging past successful products to maintain momentum in the market [5] - 95% of products sold in China are manufactured locally, with an increasing number of designs originating from China [6]

10月13日，阿迪达斯全球首席执行官（CEO）比约恩·古尔登（Bjoern Gulden）在上海交通大学接受36氪采访时，再次重申了对中国市场的期待。在在关税 和地缘政治的阴影下，中国市场的稳定增长对阿迪达斯来说尤为可贵。过去九个季度，阿迪达斯大中华区业绩连续实现了双位数增长。 这很大部分要得益 于其深入的本土化策略，包括针对中国消费者需求的商品设计和市场营销。 本地化，不仅是在中国为中国，也要走向世界 古尔登上台之后，阿迪达斯在全球各地区推行本地化的策略，到目前为止，中国区是获得最充分授权的市场。2022年4月开始，萧家乐开始担任阿迪达斯大 中华区董事总经理，也是首位在阿迪达斯任职区域董事总经理的中国人。 比约恩·古尔登（Bjoern Gulden）与萧家乐 采访中，古尔登表达了对萧家乐领导下的中国团队的完全信任和期待，"任何市场的消费者都需要我们非常具体、特殊的关注。这就是为什么我一直说萧总 和他的团队是为中国市场最好的决策者。" 阿迪达斯大中华区总部的确切位置已于2025年迁至上海徐汇西岸，并将在2026年正式启用。这一决策的背后也是中国团队的努力。萧家乐在采访中表示，新 总部将拥有更大的空间，来容纳更 ...

阿迪达斯对中国市场更重视了。 据阿迪达斯披露，2025年10月12日，阿迪达斯全球首席执行官（CEO）比约恩·古尔登（Bjoern Gulden）连续两年出席上海市咨会。继去年作为特邀嘉宾参与会议后，今年是首次以正式会员的身份参 加。 这是古尔登担任阿迪达斯CEO三年来的第四次访华。除了参加上海市咨会，古尔登还在北京拜访了国家 体育总局局长、中国奥委会主席高志丹。 如此重视中国的背后是，宏观形势变化下，阿迪达斯变得更加倚重这一市场。 在今年二季度，阿迪达斯营收同比增长2.2%至59.52亿欧元。若不考虑Yeezy影响，则增速达到12%。 21世纪经济报道记者贺泓源，实习生李音桦、韦怡琦 报道 其中，欧洲地区营收同比增长7%至19.97亿欧元（包括Yeezy影响后增速为4%）；北美地区收入同比增 长15%至13.39亿欧元（包括Yeezy影响后增速为8%）；大中华区收入同比增长11%至7.98亿欧元。 从营收来看，大中华占比13.4%，仅次于欧洲（33.6%）、北美（22.5%）市场。 还需看到，阿迪达斯在二季度营收增速不及市场预期。基于北美市场面临关税的不确定性，这让本身体 量就庞大的中国市场更具想象空间。 ...

Group 1 - Adidas is placing greater emphasis on the Chinese market, with CEO Bjorn Gulden attending the Shanghai Advisory Council for the second consecutive year and making his fourth visit to China in three years [2][3] - In Q2, Adidas reported a revenue increase of 2.2% year-on-year to €5.952 billion, with a notable 11% growth in the Greater China region [4][5] - The Greater China market accounted for 13.4% of Adidas's total revenue, making it the third-largest market after Europe and North America [5] Group 2 - The operating profit margin in the Chinese market reached 22.7%, surpassing Europe at 21.9% and North America at 12.8%, indicating its strategic significance for Adidas [6][7] - Adidas is empowering its Chinese team, with 95% of products sold in China being "Made in China" and a shift towards original designs [7] - The new headquarters for Adidas in Greater China will be located in Shanghai, accommodating over 1,500 employees, suggesting an increased commitment to the market [7][8]

10月11日，阿迪达斯全球首席执行官比约恩·古尔登飞抵北京，开启为期三天的访华行程，这已经是他 2023年1月就任该职位以来的第四次访华，足见其对中国市场的重视。 比约恩·古尔登此次行程安排紧凑，三天跨两城。在北京与国家体育总局局长、中国奥委会主席高志丹 会见后，他于当天下午飞抵上海。10月12日，比约恩·古尔登出席了第37次上海市市长国际企业家咨询 会议。次日，他先后考察了上海安福路三叶草全球旗舰店和南京东路品牌中心，并在上海交通大学举办 讲座，与上海交通大学足球、中长跑学生队员交流，随后接受媒体采访后于当晚返回德国。 从采访中可以发现，全球CEO"特种兵"行程的背后，是中国市场在阿迪达斯的全球化布局中已经成为举 足轻重的部分。一方面，阿迪达斯总部对中国团队给予充分的信任和支持，深度推行本土化发展，全球 CEO需要与本地团队密切沟通，以准确了解这一市场；另一方面，中国市场已不仅仅是品牌的重要消费 阵地，更成为全球创新的"策源地"之一，源自中国团队的产品设计理念、运营方案等，正反向输出至全 球市场。 根据2025年上半年阿迪达斯的财报，阿迪达斯大中华区实现营收18.27亿欧元，同比增长13%，占全球 总营收的 ...

Core Insights - Adidas is deepening its investment and presence in Shanghai, participating in various sports events to support the development of sports in China [1] - The CEO, Bjoern Gulden, emphasizes the importance of the Chinese market, which currently accounts for approximately 15% of Adidas's global revenue, and predicts it will remain a significant market in the next decade [1][4] - Adidas is committed to a "For China, In China" strategy, aligning with the Chinese government's goal of expanding the sports industry, which is projected to exceed 7 trillion yuan by 2030 [2] Group 1: Company Strategy and Market Position - Adidas plans to establish its Greater China headquarters in Shanghai, accommodating over 1,500 employees and expanding its local team [1] - The company aims to integrate Shanghai into its global creative network, similar to cities like New York and Paris, and will launch more global products from Shanghai [5] - The CEO believes that local teams should make decisions to better understand consumer needs, which is crucial for the brand's success in China [3] Group 2: Market Trends and Consumer Behavior - There is a growing trend of combining sports and fashion, with products like Samba and Superstar gaining popularity in both sports and streetwear [6] - The increasing awareness of health and fitness among consumers globally, including in China, is driving demand for sports products [8] - The company is actively participating in various events and initiatives to engage with consumers and promote sports participation among youth [7][8] Group 3: Competitive Landscape - The CEO views competition as beneficial, as it drives improvement and innovation within the company [9] - Adidas is responding to the competitive market by focusing on comfort and consumer preferences, which are becoming increasingly important in the industry [9]

封面新闻记者 孟梅 在"十四五"规划圆满收官、"十五五"规划谋篇布局的关键之年，体育产业正成为国民经济中最具活力的领域之一。深耕中国市场28载，阿迪达斯持续参与 并见证中国体育事业与消费市场的成长与变迁。在此重要节点，阿迪达斯全球首席执行官（CEO）比约恩·古尔登（Bjoern Gulden）开启了担任阿迪达斯 全球CEO后的第四次访华。 10月12日，继首次以正式会员身份参加上海市市长国际企业家咨询会议（IBLAC，以下简称"上海市咨会"）后，10月13日，比约恩·古尔登到访上海交通 大学，在为上海交通大学学子们带来精彩演讲，并与足球、中长跑学生队员互动结束之后，对媒体面对面，畅谈了阿迪达斯在华的发展战略以及其对运动 与时尚相融合的深度理解。 谈中国市场：中国市场对于阿迪达斯非常非常重要 在古尔登抵达上海之前，刚刚发布的安东尼·爱德华兹二代专业篮球鞋ANTHONY EDWARDS 2，在上海进行"首秀"。今年夏天，包括知名球星拉明·亚马 尔、詹姆斯·哈登都来过中国，上海成为阿迪达斯很多新品首发最青睐的城市之一。 由此，此次中国行期间，古尔登在上海进行了巡店，用他自己的话来说就是："我们有很多'在中国，为中国 ...

Core Viewpoint - Nike Inc's turnaround efforts are beginning to show positive results as the company refocuses on core sports categories like running and basketball, leading to a boost in share prices by approximately 4% in premarket trading [1] Financial Performance - Nike's sales fell by 1% on a currency-neutral basis in the most recent quarter, which was a smaller decline than expected, with total sales reaching $11.7 billion, surpassing the $11 billion forecast by Wall Street [3] - The company anticipates a low-single-digit decline in sales for the current quarter, aligning with projections [3] - Wholesale revenue increased by 5% on a currency-neutral basis to $6.8 billion, exceeding analyst estimates [8] Strategic Initiatives - CEO Elliott Hill has implemented a strategy to clear old inventory and reorganize the corporate structure, including laying off less than 1% of corporate staff and replacing several top executives [5] - The company is refocusing on sports and product development rather than casual footwear and fashion items [5] - Nike has redesigned its major running franchises, resulting in over 20% sales growth in the running category for the current quarter [6] Product Launches and Collaborations - The launch of NikeSkims, a new line in collaboration with Kim Kardashian's Skims, has received a strong response from shoppers, with a global rollout planned for 2026 [7] - Nike is returning to Amazon.com for the first time in six years and is enhancing its presence at Foot Locker stores [8] Challenges and Market Conditions - The company faces challenges from US tariffs, now expecting $1.5 billion in incremental costs due to higher levies, which have negatively impacted gross margins [9] - Sales in the Greater China region remain weak, attributed to "structural challenges," with plans for a focused restructuring in that market [10] - The Converse brand is struggling, with sales declining by 28% in the quarter after currency adjustments [11] Market Sentiment - Analysts have noted that while Nike's turnaround is on track, there remains a cautious medium to long-term outlook [8][12]

不少运动户外圈内人，都以为2025年会是一个赛事小年，却不曾想今年最流行的时尚穿搭，或多或少都和赛事沾上了边： 国际视野里，郑钦文在法网的突破性表现带动了一大波粉丝关注，也让更多人爱上了网球这项运动；新一届美网大满贯得主阿尔卡拉斯兼具功能性与时尚感 的"干练风"造型，更是带起了网球相关的日常休闲穿搭热潮；而知名车手刘易斯·汉密尔顿监制的电影《F1》在突破5亿美元票房的同时，也把颜值魅力、穿 搭风格不输电影明星的车手们带上舞台，从服装、鞋子到手表配饰的"隐性带货"更是包罗万象…… 国内比赛中，苏超、浙BA热度火爆，创造了强劲的破圈效应，引发一股全民运动热；再加上各类马拉松、越野跑赛事以及夏季露营新玩法层出不穷，运动 户外用品市场从年初开始就始终处于高热度状态。 从中不难发现，中国运动户外的兴趣圈层属性越来越浓，尤其是赛事热潮对运动风格的助推作用更加明显，由某些圈层赛事带火风格，然后吸引越来越多人 群的破圈关注，所以又进一步助推该圈层的扩容、升温——由此，中国运动户外消费形成了一个不断螺旋向上的增长模型。 数据来源《2026年春夏·淘宝天猫运动户外行业趋势白皮书》 2026年则是全球公认的体育大年，除了年度赛事密 ...

Core Insights - Los Feliz Flea is returning to its original location on Vermont Avenue, marking a significant homecoming for the market and its community [1][4][8] - The Grand Opening is scheduled for October 4, 2025, featuring over 180 vendors offering a variety of goods, including vintage apparel, collectibles, home goods, art, and food [1][8] Event Highlights - A special event featuring adidas Originals Superstar "Los Angeles" will take place at OMGC, showcasing the blend of sneaker culture and local creativity [2][4] - The event will include live DJ sets, a custom lowrider installation, and free customization options for adidas purchases [6][7] - The first 500 customers purchasing adidas products will receive a $15 food voucher, and there will be complimentary food items available [6][7] Market Schedule - Los Feliz Flea will operate at OMGC every 1st, 3rd, and 5th Saturday, and at the Masonic Lodge every 2nd and 4th Saturday, both from 9:00 AM to 3:00 PM [9][10]