Which is Your Favorite Sports Goods Brand

Via changing channels and fast beating back, Adidas walked away from Lining Olympic Games' shadow. Spain became the eighth World Cup Winner, which was sponsored by Adidas, a year ago. Not only the Spanish cheered up for the victory, but the employees from Adidas headquarters in Germany also applauded though Germany was just eliminated out of the game by Spanish. The feasibility that three consecutive championships in World Cup could be won by Nike's team was disillusioned due to this trophy. Nike sponsored teams, Brazil and Italy wan championship continuously in 2002 and 2006.
Due to the 2008 economic crisis, the global sports products market grew tardily, and Adidas urgently desired a symbolic victory at the low ebb to confront its old opponent, Nike. Its semi-annul report in 2010 was also inspiring, achieving 5.59 billion Euros at the first half year, with 11% year-on-year earning growth and nearly all territorial markets gained double-digit growth. Drawing support from the World Cup, its football sale figure was up to record 1.3 billion Euros.
However in Chinese market, the news was depressing and reports of Adidas' sales descending in great China area were lingering in people's ears then, and once the star market was holding its back. In the first half year of 2010, the Chinese market's income reduced 16% year-on-year earnings, which became the only negative growing area among the fist six big markets. Adidas was not only behind its old opponent, Nike in Chinese market, but its runner-up palace in mainland China's market share was indeed took over by another opponent, Lining since the year of 2009.
But Adidas became an equalizer after just six months, according to 2010 Earnings evaluation that Adidas Mainland China's sales was around 1 billion, which drew near with Lining enterprise's sales in 2010. Lining Enterprise became a "Mr. Bad News", at that moment. Bad news came out constantly, for example the recorder quantity of the first two quarters in 2011 dropped markedly. However Adidas was poised for a leap. While its Earnings of the first half year of 2011, was issued, the operating earnings of great China region in the first half year was 552 million Euros, which was a top runner for other global regions. While Lining enterprise issued a profit warning estimated that the group sales revenue in the first half year dropped 5% compare with the corresponding period last year and the net profit margins would be halved shrunk.
The summer of 2008 was only the beginning of a long nightmare towards Adidas, which followed by incessant news about Adidas dealers' huge stock. After the event, Adidas admitted that its estimation towards post China Olympic market was too optimistic. Actually the year of 2009 was very difficult for many sports products brands. Nike shut down the single plant that belonged to itself in China to cut down production capacity.