Chasing Gold: Li-Ning, Nike, Adidas in China

Hellmut Schütte (First Author), Jocelyn Probert (Participant Author), Sumelika Bhattacharyya (Participant Author)

Research output: Other contributionCase Studies


Li Ning, the incredible Chinese gymnast who won 106 medals during his career, swept China with his eponymous sportswear brand launched in 1990. The Li-Ning brand dominated the Chinese sportswear market till foreign giants like Nike and Adidas decided to focus on China in the early 2000s. Based on published sources, the case traces and compares the development of three of the largest sportswear brands operating in China — Li-Ning, Nike and Adidas. It also contrasts the performances of domestic and foreign brands in general and explores the reasons that underlie the differences in performance.
Original languageEnglish
Number of pages19
Publication statusPublished - 1 Jan 2013

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Published by

China Europe International Business School


  • Brand Management
  • China Market
  • Competitiveness
  • Corporate Growth
  • Foreign Brand
  • Local Brand

Case studies discipline

  • Marketing
  • Strategy

Case studies industry

  • Retail Trade


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