According to an announcement by the world’s second-largest sporting goods company on Tuesday, Adidas’ sales in China rose by nine percent to 946 million euros in the third quarter, adjusted for currency effects. The German company had not generated this much revenue in China since the beginning of 2022. After nine months, Adidas also achieved an increase of nine percent. Western fashion and sporting goods brands had fallen behind in China because consumers favored domestic brands more. Under the new CEO Bjørn Gulden, Adidas tried to adapt more to the tastes of Chinese buyers with independent designs.