Core Insights - Adidas CEO Bjørn Gulden's visit to China highlights the importance of the Chinese market in the company's global strategy, marking his fourth visit since taking office in January 2023 [1] - The Chinese market has become a significant revenue source and innovation hub for Adidas, contributing €1.827 billion in revenue in the first half of 2025, a 13% year-on-year increase, accounting for approximately 15% of global revenue [2] - The company emphasizes local decision-making, with Gulden stating that understanding local consumers is crucial for making the right decisions [2] Market Trends - There is a growing consumer interest in running shoes and outdoor sports in China, driven by an increase in health awareness [2] - The blending of sports and fashion is becoming a notable trend, with Adidas observing a rise in demand for stylish football apparel among diverse consumer groups, including women [3] - The upcoming 2026 FIFA World Cup is prompting Adidas to expand its football product offerings, including national team and club jerseys [3] Product Insights - Adidas is witnessing a resurgence in classic styles, with products like Samba, Campus, and Superstar gaining popularity, and a potential return of the all-white sneaker trend anticipated for 2026 [3] - The company has successfully launched several product lines, such as the Samba series, which became a global hit and contributed to a recovery in performance for 2023 [3][4] - The ADIZERO EVO SL running shoe has significantly boosted global running shoe sales, contributing nearly 30% growth in the second quarter of the year [3] Strategic Approach - Adidas' success is attributed to decades of market engagement and the accumulation of experience in product development and marketing [4][5] - The company has built a strong foundation based on its rich brand history, which supports its ongoing innovation and market responsiveness [5]