Adidas Global CEO Bjørn Gulden has identified China as the company’s most promising growth market, stating it currently represents approximately 15% of global business. In a media interview on October 13, Gulden emphasized China’s sustainable, long-term growth potential. Financially, Adidas maintained strong performance, with Greater China sales growing 13% YoY to 1.827 billion euros ($1.98 billion) in H1 2024, marking the ninth consecutive quarter of growth. The Greater China headquarters will relocate to Shanghai’s Xuhui West Bund in late 2025. Future global product launches will include Shanghai alongside New York and Paris.