Core Insights - Adidas has achieved record global quarterly revenue and a "ten consecutive increases" in performance in the Greater China region by 2025, driven by a deep emotional connection with Chinese consumers and a strategy focused on "In China, For China" [1][4]. Group 1: Business Strategy - The establishment of the Shanghai Creative Center (CCS) 20 years ago has become a cornerstone for localizing Adidas' strategy and a platform for promoting Chinese culture globally [3]. - CCS has successfully launched products that blend traditional Chinese elements with modern sports technology, receiving positive market feedback [3]. - Adidas is focusing on nurturing young talent through the A.C.E. (ADIDAS CREATOR EXPERIENCE) program, which has attracted thousands of young creators from top design schools [3][4]. Group 2: Cultural Integration - Adidas is engaging with the new generation of Chinese consumers through a dual narrative of "sports + culture," exemplified by its support for athletes and culturally inspired product lines [3][4]. - The company aims to tell Chinese stories through its products, promoting cultural recognition and appreciation of Eastern aesthetics to a global audience [5]. Group 3: Youth Development - Adidas is committed to fostering youth sports through initiatives like the establishment of university sports communities and youth football programs, recognizing the importance of starting from a young age for building a strong sports nation [4][5]. - The brand's long-term mission is to contribute to the high-quality development of China's fitness industry by integrating traditional and emerging sports [5].

Core Insights - Adidas showcased its Spring/Summer 2026 collection at the Shanghai Fashion Week, marking a significant event for the brand in the Chinese market [1] - The local team has driven a turnaround in performance, achieving growth for nine consecutive quarters since the appointment of the new managing director in 2022 [1][2] - The Shanghai Creative Center (CCS), celebrating its 20th anniversary, plays a crucial role in this success, with over 60% of products designed locally and 95% manufactured in China [1][2] Group 1: Event Highlights - The fashion show featured a diverse range of elements including racing, ice hockey, martial arts, and street dance, which resonated with various consumer interests [1] - Over 80% of the showcased items will be available to consumers in stages, emphasizing the local team's creative expression [2][4] - The event was a culmination of four months of preparation by the CCS team, highlighting their commitment and innovative approach [2] Group 2: Strategic Focus - Adidas emphasizes a localized approach to product development, with CCS evolving through key milestones such as the 2008 Beijing Olympics and collaborations with local celebrities [3] - The brand aims to explore new possibilities by understanding consumer needs and engaging in co-creation with younger audiences [5][7] - The CCS has become a central hub for global product distribution, with approximately 25% of locally designed products being exported [8] Group 3: Consumer Engagement - The company prioritizes direct interaction with consumers to gather insights and feedback, which informs product development [6][9] - The focus is on creating emotional connections with consumers, recognizing the shift towards co-creation in brand-consumer relationships [7][9] - The CCS aims to integrate traditional Chinese culture into its products, enhancing their appeal both domestically and internationally [10][12]

Core Insights - The concept of House Code is essential in the fashion world, representing the core identity and value system of a brand, which ensures its relevance amidst changing market trends [1] - Adidas is redefining its House Code by extending its reach into the fashion domain while maintaining its core identity, particularly through localized interpretations of its iconic three stripes [1][2] Group 1: Brand Strategy and Innovation - Adidas showcased its latest collection at Shanghai Fashion Week, inspired by the "POWER OF THREE," highlighting three key areas: speed in sports, Eastern rhythms, and street self-expression [2] - Over 80% of the creative ideas presented during the fashion show are expected to be commercialized in the coming year, indicating a strong focus on turning innovative concepts into marketable products [2] Group 2: Consumer Trends and Product Development - The definition of "sportswear" among Chinese consumers, especially the younger generation, has shifted from professional functionality to everyday fashion, with significant growth in products like the ADIZERO EVO SL contributing nearly 30% to global running shoe sales [4] - The FOS "Pioneer Sports" series has gained popularity by merging the brand's sports DNA with urban functionality, appealing to both domestic and international consumers [4] Group 3: Localization and Creative Center - The Adidas Creative Center Shanghai (CCS) has been pivotal in localizing products since its establishment, with notable projects including the Chinese sports delegation's uniforms for the 2008 Olympics and the "Martial Arts" series in collaboration with Jet Li [5] - CCS has increasingly contributed to Adidas' product matrix, with a growing number of "China-first" creative products launched monthly, reflecting the brand's commitment to local market insights [6] Group 4: Consumer Engagement and Feedback - The brand has learned from past missteps, such as the initial FOS series, emphasizing the importance of continuous dialogue with consumers to refine and improve product offerings [6] - The recent pet product line illustrates Adidas' responsiveness to market needs, with adjustments made based on consumer feedback regarding size variations for different pet breeds [6] Group 5: Global and Local Synergy - Adidas' strategy of "global genes, local innovation" aims to resonate with Chinese consumers by creating products that genuinely appeal to their preferences [9] - The CCS is positioned as one of Adidas' four global creative centers, facilitating talent exchange and enhancing the brand's ability to cater to diverse markets [7]

Core 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]