Nike, Adidas Incorporating Chinese Elements In Apparel, Shoes

Nike Incorporating Chinese Elements Into Shoe Designs

Nike and adidas, in "efforts to woo China's consumers," both are "aggressively promoting apparel and shoes with designs incorporating Chinese elements," according to Sky Canaves of the WALL STREET JOURNAL. The companies are "betting that the Beijing Olympic Games in August will be a prime opportunity for sportswear to ride a wave of Chinese national pride." Nike last month in China introduced a line commemorating the '84 Olympics. The line features "limited-edition retro sneakers with chunky red soles and decorated with yellow Chinese characters spelling the word for 'breakthrough.'" Nike also has introduced sportswear with a new slogan that translates as "arise and advance." Nike last summer also launched shoes and sportswear featuring Chinese hurdler Liu Xiang's birth date, gold medals and a "picture of a star he drew as a child." Meanwhile, adidas, which paid more than $80M to become a Beijing Games official partner, will "outfit China's medal winners for the podium, as well as more than 100,000 staff and volunteers." adidas in '05 set up the Adidas Creation Center in Shanghai as "part of the company's effort to localize its apparel." By the August 8 Opening Ceremonies, there will be "as many as 5,000 adidas stores across the country." However, Canaves notes adidas last week "withdrew from Hong Kong stores a sports bag decorated with the Chinese flag and the company's three-stripe logo, deferring to a Chinese law that forbids use of the flag on commercial products and images" (WALL STREET JOURNAL, 3/20).

Coca-Cola Featuring James (l) And Yao In Beijing Olympic Ad Campaign

STEERING CLEAR OF CONTROVERSY: The WALL STREET JOURNAL's Kang & Vranica write Madison Avenue, in an effort to "help shield Olympic marketers from the controversy swirling around" China's human rights issues, suggests focusing on "simple and noncontroversial themes, such as pure athletics or the idea that the Olympics transcends current events." Coca-Cola is one company "trying to strike a feel-good note," as a source said that an animated commercial from the company is "expected to use an 'East-versus-West theme.'" The spot features potential Olympic rivals Cavaliers F LeBron James and Rockets C Yao Ming, who "come together with the help of a Coke." A Coca-Cola spokesperson said the concept of the ad is "completely consistent with the values of the Games." Allstate Insurance VP/Integrated Marketing Communications Lisa Cochrane, whose company is a USOC sponsor, said Allstate also is looking "for things that celebrate the purpose of the Olympics, such as bringing together the people of the world" (WALL STREET JOURNAL, 3/20).