Adidas CEO taps outdoor sport, street dance as new China growth drivers in fierce market

South China Morning Post - Oct 12, 2026

German 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 international rivals, according to its CEO Bjorn Gulden. “We see that there’s a running boom and an outdoor boom [in China],” he told reporters in a media briefing in Shanghai on Sunday. “We see new sports like street dance [becoming] new activities that look to be relevant for the young people in the universities.” He said...

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