Adidas campaign puts China in the spotlight

07/2/2008 | Wall Street Journal (free content), The

Adidas is looking to sway Chinese consumers away from rival brand Nike with a series of Olympics-themed ads aired and displayed in that country that appeal to national pride and a focus on local athletes. The campaign includes retail, mobile and online aspects, as well as TV commercials and billboards. Many global marketers are wary of engaging Chinese nationalism, in part because of the risk of backlash from human rights and environmental activists.

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Wall Street Journal (free content), The

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