阿迪“弯腰”赞助苏超、耐克换帅：国际运动巨头在华战略悄然变阵

Core Insights - Recent strategic adjustments by international sports brands, particularly Nike and Adidas, highlight a fundamental shift in their market position in China, facing increasing competition from local brands and other international players [2][6] - Adidas has announced a partnership with the Jiangsu Province City Football League for 2026, marking a significant move to sponsor a provincial event, which is seen as a re-evaluation of regional sports IP value [3][4] - Both companies are adopting defensive strategies to maintain their market share amid declining performance and increased competition [6][9] Adidas Sponsorship of Jiangsu Super League - Adidas will provide financial support and custom gear for 13 participating teams in the Jiangsu Super League, with a reported investment of 21 million yuan (approximately 3 million USD) [3] - The league has gained significant popularity, with over 2.43 million attendees and 2.2 billion online views during its inaugural season, establishing itself as a major provincial sports event [3][4] Market Performance and Competition - Nike's revenue in Greater China has declined from 8.29 billion USD in FY2021 to 6.586 billion USD in FY2025, indicating ongoing performance challenges [6] - Adidas experienced a significant drop in net sales from 4.597 billion USD in 2021 to 3.179 billion USD in 2022, with slow recovery in subsequent years [6] - Market share for Nike decreased from 18.1% in 2021 to 15.1% in 2024, while Adidas fell from 15% to 9.3% in the same period, contrasting with local brand Anta's rise from 9.8% to 10.7% [7] Strategic Responses - Nike has appointed Cathy Sparks as the new General Manager for Greater China, aiming to revitalize its operations in the region [5] - Adidas emphasizes the integration of global strategy with local insights through its partnership with the Jiangsu Super League, aiming to strengthen its brand connection with Chinese consumers [4][8] - The acquisition of Puma shares by Anta is seen as a potential threat to Nike and Adidas, prompting their recent strategic moves to enhance local engagement [8][9]