What exactly a "Chinese" style looks like? It is a question today’s sportswear giants are trying their best to figure out. In efforts to woo China's consumers, Nike Inc., the global market leader in sportswear, and Adidas AG are both aggressively promoting apparel and shoes with designs incorporating Chinese elements -- a departure from the mostly Western-influenced styles they have marketed in the past.

They are betting that the Beijing Olympics offers a prime opportunity for sportswear to ride a wave of Chinese national pride. At an Adidas recent fashion show in Beijing, costumed Peking Opera performers provided a backdrop for models showing uniforms for Olympic staff and volunteers, featuring polo shirts decorated with ancient Chinese swirling "lucky cloud" patterns.

Nike has also introduced sportswear with a new slogan in Chinese that translates as “arise and advance.” The first word of that phrase – “qilai” in Mandarin -- is part of the chorus of China's national anthem, which many heard repeatedly during medals ceremonies at the August games. And the company has signed exclusive deals with some of the country's medalists.

Recently, in a release that will appeal to the growing Chinese market, Nike has taken one of Chinese culture’s most important events, the Mid-Autumn Festival and created a three-pack of sneakers to mark the September 14th event. The pack includes the Terminator (with rarely seen embroidered heel logo), Air Max 1 and Blazer, each featuring ample use of traditional Chinese colors in metallic gold and red. Each style also includes laser etched designs as well as a rabbit icon which relates back to old Chinese folklore.