INTERVIEW
26 Jun 2025
Deric Wong Analyzes adidas China Comeback in Campaign Asia’s Brand Health Check
Campaign Asia turned to Deric Wong, CEO of DJM Consulting, for expert commentary in its latest Brand Health Check on adidas, spotlighting the brand’s resurgent performance in China.
Deric credited adidas’ momentum not to hype cycles or limited editions, but to a bold, strategic transformation focused on cultural relevance and operational flexibility.
He highlighted three foundational drivers:
Localised Autonomy: adidas China’s end-to-end control of product, marketing, and channel decisions has empowered faster response times and sharper market alignment.
Made-in-China Agility: With over 80% of adidas products in China now locally produced, the brand has enhanced cost efficiency and accelerated go-to-market speeds.
Cultural Immersion: Activations like the four-storey “Superstar Experience” in Shanghai reflect a shift toward immersive, community-based brand storytelling.
Deric noted that adidas is winning by pivoting from traditional demographic segmentation to community-led marketing—building deeper resonance via platforms like Xiaohongshu and Bilibili. Campaigns such as “YOU GOT THIS” show adidas connecting with Gen Z through values of authenticity, empowerment, and personal growth.
Looking ahead, Deric outlined the roadmap for sustained relevance:
Build a lifestyle ecosystem rather than one-off campaigns
Tap into China’s growing wellness economy through digital health services
Co-create with content creators instead of treating them solely as brand amplifiers
Expand into lower-tier cities with genuine localization
Translate ESG goals into real, grassroots social impact
“adidas must evolve from being a successful brand in China to becoming a true symbol of Chinese youth identity,” Deric concluded.
Read the full article here: