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Nike, Adidas regain popularity in China: Survey


A Citi Research survey finds that Nike and Adidas have regained their popularity with Chinese consumers following uproar in March with several Western companies over their stance on China’s Xinjiang region.

As per a SGB Media report, Nike, Adidas, H&M and other major Western apparel brands had faced a boycott in China over past comments the fashion brands made about labor conditions in Xinjiang’s Western region, home to Muslim Uighurs, becoming embroiled in a diplomatic row between China and the West. China denied allegations of human rights abuses after the European Union, U.S, Britain and Canada imposed sanctions on the officials.

Citi’s September survey followed a survey of 1,000 Chinese consumers conducted in June that was already showing a gradual recovery in the health of western athletic brands.

When asked which athletic brands they considered purchasing next, 81 percent of Chinese consumers surveyed indicated they planned to buy Nike in September, up from 48 percent in the June survey. For Adidas, 49 percent said they planned to buy Adidas, increasing from 31 percent in June.

Peak and Li Ning were down significantly on purchase intent from June to September, with 7 percent and 4 percent of respondents considering purchasing Peak and Li Ning in September, down from 54 percent for both in June.