Adidas CEO Wearing 'Jungguk' Sportswear... "I'm a Big Fan of China"

Published 18 Sep.2023 11:17(KST)

"I, and our company, are big fans of China."

Bjorn Gulden, CEO of Adidas, emphasized his affection and interest in the Chinese market during his visit to China. As a gesture of friendliness, he attracted even more attention by wearing sportswear boldly labeled "China."

Bjorn Gulden, CEO of Adidas, is visiting China and inspecting the site. (Photo by China First Financial Daily)

According to China’s First Financial Daily on the 17th, CEO Gulden began his visit to China on the 16th and will tour the local market until the 19th. This is his first visit to China since joining Adidas last November.

In an on-site interview with First Financial Daily, he stated, "China is one of Adidas’s three major strategic core markets worldwide," adding, "Adidas is confident about the future development of the Chinese consumer market." He further emphasized, "The business environment in China is improving, and we will continue to increase our investments in China."

He also explained, "I believe the Chinese population will enjoy more sports activities. Children will play more soccer and basketball, and as life changes, the Chinese population will engage in more sports for health." Additionally, he stressed, "China is a very important market not only for sales but also for manufacturing," and declared, "I am a big fan of China, and so is our company."

In the second quarter, Adidas’s sales in the Greater China region rose 16.4% year-on-year to 766 million euros (approximately 1.0837 trillion won). This is a remarkable growth compared to last year’s sales decline of -1.9%.

Previously, Adidas, along with Nike and H&M, declared that it would not use cotton from the Xinjiang region, which has been criticized for human rights abuses against the Uyghur people. Following this, a boycott movement spread among Chinese consumers, leading to sluggish sales.