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 of many challenges, but also opportunities. It is very exciting," said Brian Cupps, senior director of sports marketing at adidas, as part of the first edition of the "Leaders Sport Business Summit" conference series held in China, in Beijing on 21/07/2017.

The adidas director spoke during a panel about best practices in branding in the Chinese market, alongside with Loic Biver, chief marketing officer of the LVMH watch division; Major Zhu, senior brand director at the Chinese sports equipment manufacturer Anta Sports; and Gang Duan, CEO of the of the China Open tennis tournament.

During the exchange, the four executives talked about the difficulties, but also the opportunities offered to brands in the Chinese market. "I have been living here…