Adidas wants to win back Chinese consumers with a new strategy

The sporting goods manufacturer Adidas wants to address its problems in the Chinese market with a greater focus on local conditions. The company is planning more patriotic product lines for the People's Republic, combining international design with traditional Chinese culture. By next year, Adidas wants to design at least 30 per cent of the clothes sold in China locally, said Adrian Siu, the manager in charge of the country, to the Financial Times (FT) newspaper. Before the crisis, the share was in the low single-digit percentage range.