Battle of the sportswear brands: Why Chinese consumers are going local

Late last year brought a symbolic event in the athletic footwear business in China: it was the return of the Shanghai Marathon, scratched in 2021, which attracted a record 18,000 runners and was won, both in the men’s and women’s divisions, by Chinese athletes. It was a high-profile signal that with the easing of Covid-related outdoor movement restrictions, the market for athletic footwear and apparel in China is set to get a huge shot in the arm.  But though the pie is growing, the dom

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