Colin Currie is the Managing Director of adidas , Asia-Pacific. Since this year marks the 70th anniversary of the founding of the company, he had an effusively excited interview with Eastday.com.

In his words, adidas has been ever-changing over its 70 years, during which it has also been exploring the Chinese market and has witnessed the development of the Chinese sports industry.

Witnessing development of Chinese sports

In 1949, adidas was founded in Herzogenaurach, a small town in Bavaria, Germany. From a factory with only 47 employees to a globally renowned sports brand with more than 57,000 employees, adidas has not only created its own global business achievements, but also witnessed the tremendous changes in Chinese sports and the development of Chinese society.

Colin Currie, Managing Director of adidas, Asia-Pacific.[Photo provided to Eastday]

Currie introduced that adidas was incorporated in China as a wholly-owned subsidiary in 1997 with Shanghai as its Greater China headquarters. Although the first time he came to Shanghai was in 1997, it was only after 2005 when he joined the company as the general manager of the Hong Kong area that he frequently visited the city. After being appointed the managing director of Greater China, he moved to Shanghai. After so many years working in the sports industry in China, what has impressed him most is the sportsmanship and the national glory of the Chinese people, as well as the vitality that has been revived through sports.

He recalled the year when he was appointed as general manager of the Hong Kong area with pride, saying that in that year adidas had just been designated as the official sportswear partner of the Beijing 2008 Summer Olympics. In the previous year, the company had also seen its sales volume in China double.“So it was a good time for me to come to China.”

However, in the past 10 years the most important news in China's sporting goods industry was the inventory crisis that began in 2009. Although adidas suffered a crisis even earlier than its competitors, it successfully got out of trouble under the leadership of Currie, a calm leader who has a keen business sense. The "Route 2015” strategy he formulated is famous in the sports industry.

Of the changes in China over the past decade, he has a unique understanding. In his view, in the past 10 years, the most striking feature of Shanghai and the whole of China has always been the huge changes."In terms of the market itself, the rapid rise of digitalization and e-commerce has become the increasingly important driving force of adidas’ business. At the same time, the wave of consumption upgrades has pushed Chinese consumers to undergo extremely complex changes, making them have a more complicated demand for high-quality products than before."

“Young people are especially eager for high-quality products. In the past, people bought a pair of sneakers probably for playing football, but now they want to wear sneakers to attend any occasion. Maybe in the future, everyone will wear sneakers to work.” Currie explained that this was the reason why he proposed transforming their products into leisure style in the “Route 2015” strategy – to meet the needs of different customers.

Currie (far right) and David Beckham participate in the opening ceremony of adidas’ Asia-Pacific & Greater China Homecourt office on March 27, 2019.[Photo provided to Eastday]

The “Route 2015” strategy succeeded in allowing adidas to survive the inventory crisis, and when the new plan for 2020 (“Creating the New” strategy) was developed, Currie used the same model, process and goals. Finally adidas achieved a significant increase in market share and has become one of the most well-known and most iconic brands in the Chinese market.

In addition to consumption, many other changes have also occurred in Chinese society. Currie said that after living in China for nearly ten years, he clearly feels that the number of people who want to participate in sports and live a healthier and more active life has increased dramatically. This trend has appeared in Shanghai and the whole country.“It is very pleasant to see that the Chinese government has placed sports and public health at the forefront of the decision-making agenda, giving priority to investing in sports education and public sports facilities, laying the foundation for the prosperity of the domestic sports industry."

Practicing public welfare to promote Chinese national sport

China is one of adidas' most important and fastest growing markets in the world. Adidas is not only committed to providing leading products and services to the Chinese market, but also actively promoting national fitness and popularizing sports culture.

Since the founder Adolf Dassler, made the first pair of running spikes for the Olympic athletes in 1928, adidas' quality products have frequently appeared in the Olympic Games, and are highly loved by professional athletes and sports enthusiasts. In China, adidas' logo is widespread in major sports events such as the Beijing 2008 Olympic Games, the Beijing Marathon, and the Guangzhou Marathon.

Adidas also established adidas Runner groups in key cities across the country to provide professional equipment. In Shanghai, where the headquarters of adidas Greater China is located, it has sponsored the Shanghai International Half Marathon for many years. It also set up China's first charity running base--the adidas Runbase in Shanghai Xuhui Riverside -- and launched the "Republic of Sports” Festival in Shanghai. Adidas has also invited famed football and basketball teams and stars to visit the city.

In November 2018, adidas opened the NJE800 brand center, the largest brand center in the Asia-Pacific region, on East Nanjing Road, Shanghai. This is the third brand center adidas has set up in China and also the second in Shanghai.

Adidas opened APAC’s largest brand center NJE 800 in Shanghai in November, 2018.[Photo provided to Eastday]

Currie has high praise for Shanghai. He introduced that Shanghai is one of the six global key cities where adidas focuses its resources on sustainable investment. Shanghai offers one of the best environments for doing business in the world, and is characterized by good governance, high-quality infrastructure and a highly-educated and skilled workforce.

He is also proud of adidas’ contributions to Shanghai building itself into a global sports city.“Adidas is one of Shanghai’s largest and best-known employers and we are very proud of the important role we play and will continue to play in shaping the city’s unique cultural and commercial identity. In terms of the sports industry, Shanghai is home to many world-class sports facilities and world-class infrastructure geared towards promoting sports and active lifestyles. From sports arenas to local parks, along with public sports facilities and large-scale events such as the Shanghai Half Marathon (which adidas sponsored in 2019 for the fifth consecutive year), it’s clear that the city prioritizes sports and the sports industry."

In promoting the development of China's basic football, adidas has been adhering to the core concept of "Through Sport, We Have the Power to Change Lives" and continuously increasing investment. The company's complete set of basic football development initiatives include holding the China University Football Association, coaching, and assisting athlete development. This model starts from helping adolescents to learn basic football skills to aiding them to participate in elite football games.

adidas title sponsored and deeply participated in the China University Football Association.[Photo provided to Eastday]

Under the leadership of Currie, adidas is committed to using its global and local football experience and resources to help the Ministry of Education promote campus football nationwide, and to teach Chinese students the knowledge and skills of world-class football training to nurture a new generation of football talents. In July 2017, adidas and the Ministry of Education joined hands with the German Football Association to hold the first Chinese football training camp in Berlin. For the Chinese football circle, this was a historic moment. At the launching ceremony of the training camp, Chinese government leaders and the German Chancellor Angela Merkel were present.

Regarding the promotion of youth sports, adidas has run interactive basketball activities and grassroots football leagues for many years to stimulate the enthusiasm of youth sports and help the development of mass sports. Currie also personally participated in many charity organizations such as “Right to Play”. By taking the initiative, he has encouraged his employees to participate in public welfare and brought more love to children in need through sports.