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Stylish Sportswear with Designs on China Marketing

See attached case file.

International marketing questions. The questions are about branding.

1. How have Nike and Adidas used Chinese nationalism and Chinese cultural pride to develop and market their products in China?

2. What insights do these articles provide about branding and marketing communications in foreign markets?

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1. How have Nike and Adidas used Chinese nationalism and Chinese cultural pride to develop and market their products in China?

Nike introduced new retro sneakers using Chinese yellow letters to commemorate the first time they took part in Communism rule for the Olympic Games. They also introduced a brand new slogan, which says to "arise and advance." This goes well with China's National Anthem because it is used a lot during medal ceremonies. The company also introduced new sportswear as well as signed deals with Olympic hopefuls as well. Nike tailored the Air Jordan to the Chinese, and it had a dragon pattern as well as red silk accents. Both ...

Solution Summary

This solution answered how Nike and Adidas used Chinese nationalism and culture to develop their products as well as insights are provided on branding and marketing communications.

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