The announcement was made Friday in Shanghai as Colin Currie, head of Adidas Group Greater China, addressed members of the media there. Adidas currently has 9,000 stores in China after launching an expansion plan in 2010 aimed at targeting China's growing middle class. China is Adidas' second-largest market and sales there grew 18% on a currency-neutral basis last year, according to the company's fourth quarter and full-year earnings report out Thursday.
Adidas has been aiming to capitalize on China's growing interest in sports and introduce the brand in smaller cities in order to gain recognition and loyalty. Talking about the first phase of the company's expansion plan that launched in 2010, Currie said at the time, "we expect two-thirds of our growth to be from consumers in the lower-tier cities as they become attracted to sportswear – not just for fitness, but for easy casual wear."
In its continued push, Adidas will focus specifically on growing its brand within soccer, running, women's, kids and originals. It is already the leading women's sports brand in China.
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