The Race Is On

Griffin, Cara
November 2007
SGB;Nov2007, Vol. 40 Issue 11, p12
Trade Publication
The article discusses the effect of the 2008 Olympic Games in Beijing, China, on the competition between brands Adidas Corp. and Nike Inc. to become China's sporting goods industry's leading retailer. Nike was the market share leader in China in 2007. The company plans to reach one-billion dollars in sales in 2008. Adidas officials are hoping that the Beijing games will launch the company to become the leading brand in China through sponsorships, retail expansion, and marketing campaigns.


Related Articles

  • Adidas chases Olympic glory. Fitzsimmons, Ella // Media: Asia's Media & Marketing Newspaper;7/10/2008, p2 

    The article reports on Adidas' launch of a regional print campaign to accompany its sponsorship of the 2008 Olympic Games in China. The campaign was created by TBWA\Tequila Hong Kong and TBWA\180, headed by Mark Ringer. Media planning and buying was handed by Carat. The advertisement features...

  • Aiming For China Gold: Adidas' Beijing Flagship Kicks Off Big Expansion. Groves, Ellen // WWD: Women's Wear Daily;7/3/2008, Vol. 196 Issue 3, p1 

    The article reports that Adidas AG has considered that Beijing Olympic Games will function as a platform for the company to become the contributing sports brand in China in 2008. It states that Adidas has paid around $82 million to be the sponsor of the event. Adidas China's managing director...

  • Opinion: Brands are bellowing… but is anyone listening?  // Media: Asia's Media & Marketing Newspaper;12/14/2007, p91 

    The article explores opportunities for advertising companies and sponsors ahead of the 2008 Olympics Games in Beijing, China. There is no shortage of Olympics campaigns. Olympics-related messaging for the past three months has almost doubled over the previous quarter. Of the 100 odd brands that...

  • Opinion: Perspective - Can sponsors overcome China's Olympic storm? Silk, Atifa // Media: Asia's Media & Marketing Newspaper;8/24/2007, p118 

    The article reports on public relations crisis faced by media agencies and sponsors, such as Adidas Corp., Visa International Inc., ahead of the 2008 Olympic Games in Beijing, China. Sponsors and advertising agencies are worried about the Olympics organizers' public relations strategy. Media...

  • Li Ning grabs the opening spotlight.  // Media: Asia's Media & Marketing Newspaper;8/21/2008, p2 

    The article reports that Adidas AG played down that Olympic Cauldron was lit by Li Ning, the Olympic-gymnast-turned-sportswear-tycoon who owns its biggest mainland-owned rival, in Beijing, China. It states that Li Ning is a sporting hero who deserved the honour of lighting the torch. Meanwhile,...

  • Aspirations. David, Chelan // Apparel Magazine;Aug2008, Vol. 49 Issue 12, p13 

    An interview with Philip Courtenay, head of apparel and accessory operations for adidas, is presented. He mentions how the company became the official sportswear partner of the Beijing 2008 Olympic Games. He also cites the biggest-name athletes and teams the company is outfitting. He mentions...

  • China's big moment.  // WSA: Performance & Sports Materials;May/Jun2008, Vol. 14 Issue 3, p18 

    The article focuses on the business strategy of several outdoor and sports apparel and footwear brands in preparation for the 2008 Olympic Games in Beijing, China. Adidas, the official partner of the sports event, is planning to open more than 3,500 new stores across the country within the next...

  • Adidas turns spotlight to olympic athletes. Fitzsimmons, Ella // Media: Asia's Media & Marketing Newspaper;4/17/2008, p10 

    The article reports on the launch of Adidas AG's phase two advertising campaign for the Olympic Games in 2008 in Beijing, China. It is noted that the campaign, which is in a series of total video converter focuses on showing struggles of athletes in China as they head towards the Olympic games....

  • Liu pull-out fails to dent sponsor support.  // Media: Asia's Media & Marketing Newspaper;8/21/2008, p3 

    The article reports that an injury to China's biggest athletic hero, Liu Xiang, may have halted his defence of the 110m hurdles title before it even started. However, many of his diverse range of sponsors have insisted they will continue to back the athlete. It states that Nike Inc. has...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics