Leaders Beijing: "China is a country full of opportunities, it is exciting" (B. Cupps, adidas)
"The main challenge in China for an international brand is to 'translate' a global brand and localize it. When you area 'creator' brand, then what does it mean to be a creator in China? It's different than in Europe of the USA. Here, we have created a TV spot for the Chinese, by the Chinese - a first in adidas history. China is a country full...