China remains to be very important market, says Adidas CEO

Adidas CEO Bjoern Gulden (1st R) greets the Chinese U15 women's football team of the Young Phoenix Project in Herzogenaurach, Germany, Aug. 12, 2024. TO GO WITH "U15 women's football squad from western China begins training in Germany" (Xinhua/Du Zheyu)

Gulden, a former football player, underscored the critical role of sports in today's challenging world. "Exchange programs like this help build bridges through sports," he said. "We will continue to invest in sports in China."

HERZOGENAURACH, Germany, Aug. 13 (Xinhua) -- Bjoren Gulden, CEO of world sportswear giant Adidas, has emphasized the importance of the Chinese market in the company's global strategy and expressed optimism about future growth and investment opportunities in China during a recent interview with Xinhua.

"China is a very important market for us. Not only is China a key market now, but it will become even more crucial in the future, " Gulden said on Monday, while welcoming 22 young Chinese football players for a three-week intensive training session at Adidas headquarters in Herzogenaurach and Bayern Munich Club.

Gulden, a former football player, underscored the critical role of sports in today's challenging world. "Exchange programs like this help build bridges through sports," he said. "We will continue to invest in sports in China."

He also highlighted China's role as a vital market and a key manufacturing and supply base for Adidas products. "Adidas has a big presence in China. It's a major market for us in terms of both sales and production," Gulden explained.

According to company data, Adidas saw an 11 percent increase in currency-neutral revenues in the second quarter of its fiscal year 2024 compared to the previous year. Sales in China, one of Adidas' most important strategic markets, also recorded substantial growth.

Adidas CEO Bjoern Gulden (front, C) poses with the Chinese U15 women's football team of the Young Phoenix Project in Herzogenaurach, Germany, Aug. 12, 2024. TO GO WITH "U15 women's football squad from western China begins training in Germany" (Xinhua/Du Zheyu)

Gulden attributed the company's strong performance to its focus on consumer needs and reiterated Adidas' commitment to its "in China, for China" strategy.

"We now have 50 designers in Shanghai. We try to produce what we sell in China locally, adopting global trends while catering to local preferences," he said. "We aim to create products that fit local needs, using advanced technologies to ensure greater satisfaction for our consumers."

Looking ahead, Gulden expresses confidence in China's potential, stating,  "If we do our job well, in my opinion, China may become our most important market."