Adidas Pledges to Organize Sporting Activities in the City

CEO of adidas, Bjørn Gulden, expressed enthusiasm for China's thriving sports market and is committed to enhancing the city's influence in hosting sports events.

"Over the past few years, we have chosen Shanghai for the global launch of several of our products, attracting significant attention worldwide. These initiatives support China in its efforts to promote sports and align with Shanghai's ambition to become a world-renowned sports city," he said.

"I am convinced that the future of sports in both this country and the city is very bright."

Gulden participated in the 37th International Business Leaders' Advisory Council (IBLAC) for the Mayor of Shanghai as an official member this year, following his previous appearance as a guest last year.

He visited Shanghai Jiao Tong University, where he interacted with select members of the running team.

Shanghai Jiao Tong University President Ding Kuiling met with Gulden to discuss sports' role in youth development, technological innovation's potential to support the sports industry, and the university-company partnership.

The parties would collaborate on cutting-edge technology, campus sports, talent development, and international academic exchange.

"It was a great time to join the young generations, and they are open and confident and curious," he said.

He noted that the company can leverage Shanghai's fashion and sports role in many ways to stay relevant to Chinese consumers. To strengthen the "third facade," he suggested more sports areas in the city.

"The rising awareness of fitness among the general public and the outdoor trend are also positive signs for us," he said.

Adidas has a bright future as more Chinese consumers play sports and wear running shoes.

"Especially when we look at how the sports, fashion, and comfort elements are rising and how they converge, it's pointing towards companies like ours, and I believe it's a positive sign," he said.

It is also essential for the company to integrate Shanghai into its global launch plan and to further localize offerings in China.