According to local media reports, Adidas CEO Bjoern Gulden stated that he has great confidence in the Chinese market. Despite the difficulties and complexities in the world, he remains optimistic about the sports industry and Adidas, as well as optimistic about the development of the sports industry in China.

In the second quarter of this year, Adidas' Greater China region saw a year-on-year growth of 9.3%. He mentioned that many changes are happening in the Chinese market, so the company needs to closely follow the consumption trends in the local Chinese market, continuously collaborate with Chinese designers, and design products suitable for Chinese consumers. Currently, the company has about 7,500 stores in China, with over 80% of products manufactured in China. Many of Adidas' products are also designed and launched first in China, highlighting the importance of the Chinese market for the company.

Adidas Greater China's director Xiao Jiale mentioned plans to open larger stores in the future, including 'Futurecraft Flagship' stores in cities beyond first-tier cities. By the end of September, the company has already opened nearly 300 new stores in the Greater China region this year, and plans to expand further into third and fourth-tier cities.