Adidas opens new China office

German sporting goods firm Adidas Group has opened a new western China regional office, in Chengdu, as it looks to grow business in the region.

It marks the completion of Adidas’ restructuring in China into five regions — part of its Route 2015 strategy announced in November last year.

The five-year plan focuses on areas the company has identified as having the greatest potential for growth, with annual sales in the China market expected to grow at a double-digit rate by the company.
Colin Currie, managing director of Adidas Group Greater China, said: “We have reorganized to capture future opportunities in western China and to get closer to our consumers.”

He said that Adidas was looking to gain greater access to lower-tier cities in the region.

The new office oversees the 12 provinces, municipalities and autonomous regions in West China, the company said, and will be more than double the size of the previous office. Regional functions in Chengdu include franchisee operations and regional marketing.

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