Adidas is targeting a comeback in China by launching patriotic clothing lines to appeal to Chinese consumers, aiming to win back their "hearts and minds."
The company is marrying traditional Chinese elements with international product design to attract young consumers. The move comes after Adidas experienced a significant fall in sales in China since 2019 due to protracted lockdowns and a backlash against western brands for not buying Xinjiang cotton.
Adidas is tailoring more clothes for the local market, with an understanding that the Chinese consumer is increasingly confident in traditional Chinese culture.
The company is also increasing local production and shortening lead times to respond more quickly to fashion trends.
Adidas suffered a 36% drop in sales in the region to €3.2bn last year.
