adidas(US:ADDYY) 3 6 Ke·2025-10-15 02:26Core Insights - The Chinese market is crucial for Adidas, expected to be one of the most important sports markets globally over the next decade, despite geopolitical challenges [1] - Adidas has achieved double-digit growth in the Greater China region for the past nine quarters, largely due to localized strategies tailored to Chinese consumer preferences [1] Localization Strategy - Adidas has implemented a global localization strategy, with China being the most empowered market, led by the first Chinese regional managing director, Xiaojia Le [2] - The company expresses full confidence in the Chinese team under Xiaojia Le's leadership, emphasizing the need for specific attention to local consumers [3] Headquarters and Creative Center - Adidas will relocate its Greater China headquarters to Xuhui West Bank in Shanghai by 2025, with the new headquarters set to accommodate more employees and facilities [3] - The Shanghai Creation Center, which focuses on local design, has expanded its team to over 100 members, contributing significantly to product development [3][4] Product Development and Manufacturing - Over 80% of Adidas products in China are manufactured locally, with more than half designed in China, particularly in apparel where local designs account for about 70% [4] - Products designed in China are not only popular domestically but also exported to Southeast Asia and East Asia [4] Market Trends and Product Strategy - Adidas is adapting to the trend of sports fashion, promoting a product cycle that transitions from the sports field to streetwear and back [5] - The company reported double-digit growth in both sports performance and sports fashion segments, with running products, particularly the Adizero series, seeing over 25% revenue growth [5] Future Outlook - The trend of "football fashion" is anticipated to be a significant growth area, with increasing interest from female consumers in football apparel [6] - Adidas aims to meet consumer demands across sports, fashion, and comfort, positioning itself for continued improvement over the next three years [6]