Having the design center in Shanghai "enables us to be closer to the Chinese consumer, to understand emerging trends within sports and to design and develop concepts on shorter timelines," Mr. Colin-Thome says. Adidas' Chinese-influenced designs co-exist in shops with its more western styles, he says, though even the western styles may be adapted to Chinese customers through different colors and altered sizing.
While declining to disclose specific sales figures, both Nike and Adidas say that the products with Chinese themes have been selling pretty well.
Editor: Hu Zhicheng
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