Localization: How Adidas relies on "Styled by China" instead of "Made in China"

Adidas has successfully transformed its China strategy. Local designers are given more freedom and create greater emotional brand loyalty with so-called guochao elements. But the recipe is not a sure-fire success.

Fabian Peltsch

14. January 2026

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Fabian Peltsch

14. January 2026

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Last updated: 14. January 2026