The Chinese Marketplace Is The Most Exciting Marketplace In The World

Whose ready for the 2008 Olympics? I know I am. The Beijing Olympics are less that a year away and oddly the main focus is not on the athletes but what companies the athletes will be wearing. China is one of the largest emerging markets and a top focus for shoemakers fighting for market share. "The Beijing 2008 Games are set to be the greatest sporting event in modern Chinese history," said Paul Pi, head of marketing for Adidas in greater China. But what is with this focus on shoes?

Adidas is an official sponsor of the Olympics. In addition to paying a reported $80 million for the sponsorship position, the company has coordinated a marketing blitz that includes opening an average of two stores a day in the country. The German company has declared the event will help put it in the No. 1 position in China by 2008, a coveted spot now held by shoe giant Nike. Nike says China is poised to become its second-largest market in the world by 2009 after the U.S. The company has seen tremendous gains.

Nike declined to discuss its Olympics marketing plan but says the Olympics is less about advertising than about supporting the athlete. Both companies may hit $1 billion annually in sales in China by the Olympics, said Terry Rhoades, managing director of Zou Marketing, a sports consultant company in Shanghai.

No matter what, advertising is seen everywhere! Even though the main focus should be placed on sports because come on, it is the Olympics, somehow it turned into what brand will the athletes be sporting. I find it funny that the Olympics turned into some sort of fashion show. No matter where we go, we cannot escape the world of advertising!



This article can be found in The Washington Post called, "Sneaker Cos. Go For China's Olympic Gold."