{
  "id": 14049816,
  "title": "Adidas courts China’s young consumers",
  "url": "https://urgent.news/2026/10/12/adidas-courts-chinas-young-consumers",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-12T21:27:00.000Z",
  "source": {
    "name": "Qatar Tribune Business",
    "slug": "qatar-tribune-business",
    "url": "https://www.qatar-tribune.com/article/258844/business/adidas-courts-chinas-young-consumers"
  },
  "original_language": "en",
  "account": "Adidas is targeting China's young consumers with fashionable outdoor and street dance clothing to maintain growth amid fierce competition, said its CEO Bjorn Gulden. Speaking in a media briefing in Shanghai, Gulden noted a surge in running and outdoor activities in China, alongside emerging trends like street dance among university students. The German sportswear giant plans to expand its retail footprint and boost e-commerce in China to reinforce its presence in the country's booming economy. Adidas recorded a 13% increase in sales year-on-year in China in 2025, reaching $4.2 billion, compared to Nike's 12% decline to US$5.85 billion. The company's sales in China grew by 16% year-on-year in the first half of 2026, according to July earnings. Gulden expressed hope for more young people engaging in sports during interviews at the International Business Leaders’ Advisory Council in Shanghai. Adidas is focusing on revitalizing its running apparel line, rebranding the 15-year-old Terrex line as Shanchuanli, meaning \"among the mountains and rivers,\" and unveiling a new logo to boost outdoor apparel sales in China. China's outdoor apparel market grew by 17% in 2025 to 143 billion yuan (US$21.4 billion), as reported by Kung Fu Data, an e-commerce and digital marketing firm.",
  "summary": "AgenciesGerman sportswear giant Adidas is bent on new fashionable outdoor and street dance apparel to sustain its growth in China amid heightened competition against domestic and i...",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}