Adidas targets growth in China in 2022

German sportswear company Adidas has revealed its intention to grow in its key market of China in 2022.

Adidas is looking to shrug off the impact of renewed pandemic restrictions and the aftermath of a consumer boycott of Western brands.

The comments come after Manager Magazin reported Adidas expects sales in China to be down 400 million euros ($455 million) in 2022.

Adidas’s third-quarter sales fell 15% in Greater China, although they were up 15% in the first nine months of the year.

The company reports full-year 2021 results on March 9.

Western brands have come under fire in China for saying they would not source cotton from Xinjiang after reports of human rights abuses against Uyghur Muslims in the region.

Adidas said last year it had launched an action plan to try to revive its fortunes in China, long its most important growth market. It has set up a dedicated studio for marketing and is increasing its creation of products just for the Chinese market.

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