德国运动服饰巨头阿迪达斯正致力于推出新款时尚户外和街舞服装，以在面对国内外竞争对手加剧的情况下维持其在中国的增长，据其首席执行官比约恩·古尔登透露。
German sportswear giant Adidas is bent on new fashionable outdoor and street dance apparel to sustain its growth in China amid heightened competition against domestic and international rivals, according to its CEO Bjorn Gulden.
“我们看到中国正掀起跑步热和户外热，”他在上海周日的媒体吹风会上对记者表示。“我们看到街舞等新兴运动正成为年轻人，尤其是大学生们感兴趣的活动。”他表示，阿迪达斯将继续在中国开设新门店并加强电商运营，以巩固其在世界第二大经济体中的市场地位。
“We see that there’s a running boom and an outdoor boom [in China],” he told reporters in a media briefing in Shanghai on Sunday. “We see new sports like street dance [becoming] new activities that look to be relevant for the young people in the universities.”He said Adidas would continue to open new stores and strengthen its e-commerce operations in China to consolidate its foothold in the world’s second-largest economy.
这家德国公司正面临来自耐克、彪马以及安踏、特步等国内外竞争对手的激烈竞争，去年在中国的销售额同比增长13%，达到42亿美元。
The German company, jostling against a clutch of rivals from Nike and Puma to Anta and Xtep, reported a 13 per cent year on year sales jump in China last year, which hit US$4.2 billion.
相比之下，耐克在中国的收入下降了12%，降至58.5亿美元。
In comparison, Nike’s revenue in China slumped 12 per cent to US$5.85 billion.
阿迪达斯在其2026年上半年财报中表示，今年上半年在中国的销售额同比增长16%。
During the first six months of 2026, Adidas saw sales rise by 16 per cent year on year in China, the company said in its half-year earnings report in July.
“无论我们看到什么趋势，我们都有责任去支持这些业务和品牌，”古尔登说。“我个人希望能看到更多孩子参与运动。”他在上海年度国际商界领袖咨询委员会会议期间发表了上述言论。
“Whatever trends we see, it will be up to us to support the businesses and the brands,” Gulden said. “I personally hope that we can see more kids doing sports.”The CEO was speaking on the sidelines of the annual International Business Leaders’ Advisory Council meeting in Shanghai.
阿迪达斯一直在努力重建其跑步业务，以对抗霍卡、昂跑和布鲁克斯等品牌。
Adidas has been looking to rebuild its running business to fight against brands including Hoka, On and Brooks.
今年7月，该公司将其在中国已有15年历史的Terrex系列重新命名为“山川里”，意为“山河之间”，并设计了新logo以推广其户外服装销售。
In July, the company rebranded its 15-year-old Terrex line in China as Shanchuanli which means “among the mountains and rivers”, while designing a new logo to promote its outdoor apparel sales.
据数字营销和电商数据公司“功夫数据”（Kung Fu Data）统计，2025年中国户外服装市场规模达到1430亿元人民币（约合214亿美元），同比增长17%。
China’s outdoor apparel market climbed by 17 per cent to 143 billion yuan (US$21.4 billion) in 2025, according to Kung Fu Data, an e-commerce and digital marketing firm.
国际公司曾是2021年前中国运动服装市场的领头羊，耐克和阿迪达斯各自占据了相当大的市场份额。但领先的国内企业已取得巨大进步，并超越了国际巨头。
International companies were the front runners in the China’s sportswear market before 2021, with Nike and Adidas each holding a substantial portion of the pie. But leading domestic players have made huge strides and have leapfrogged the international giants.
安踏体育在2021年超越耐克，成为中国按销售额计算的最大运动服装公司。其去年在中国的收入达到112亿美元，较2024年增长13.5%。
Anta Sports leapfrogged Nike to become the largest sportswear company in China by sales in 2021. Its revenue in China reached US$11.2 billion last year, up 13.5 per cent from 2024.
自2018年以来，安踏在全球完成了一系列收购和投资。该公司总部位于中国东南部福建省，拥有包括斐乐、萨洛蒙、迪桑特、狼爪和始祖鸟在内的多品牌组合。丹尼尔·仁
Anta has completed a string of acquisitions and investments around the globe since 2018. The company, based in southeastern China’s Fujian province, owns a multi-brand portfolio including international brands such as Fila, Salomon, Descente, Jack Wolfskin and Arc’teryx.