Beijing, China (AHN) - Global sports shoemakers Adidas and Nike are battling for the number one position in China's 1.3 billion-footwear market. A third local brand, Li Ning, targets the rural market in areas not reached by the two giant manufacturing firms. The Beijing Summer Games is turning out to a good excuse for both companies to boost its sales in China. Adidas paid $80 million to be the official sponsor of the 2008 Oympics, the CNN reported. To support its marketing campaign, Adidas will open at least two stores a day in China. After the summer games, Germany-based Adidas expect to grab the number one spot currently held by Nike. Adidas started its marketing blitz two years ago, attracting the youth market in China by supporting the country's football and women's volleyball events and tapping sports superstar David Beckham as advertising model. Nike's September sales report said it enjoyed a 50 percent sales increase in China, expected to be its second biggest market in 2009, next to the U.S. It is subsidizing 22 Chinese sports groups and tapping one of China's known atheletes, Liu Xiang, as celebrity endorser. Li Ning, owned by a former local gymnast, is also sponsoring Chinese teams anticipated to win medals in the forthcoming sports event. Adidas and Nike each have 41 billion annual sales in China, coming from sales spread across 3,000 stores each. Other known western rubber shoe brands like New Balance, Pony and Puma are also experiencing healthy sales in China, even if their price tags are way above local brands.
