Adidas boss: China is ripping up the rule book of marketing

March 27, 2014 12:34

The head of one of Adidas’s largest divisions Colin Currie has spoken about the challenges of marketing in a country as complex and diverse as China.

Speaking at yesterday’s Global Marketer Conference in Sydney Currie said most business people and marketers misunderstood both the complexity and opportunities that China presented and how this would redefine global business.

“(China) turbocharged by global economic forces and by sheer weigh of numbers is ripping up the rule book,” said Currie.

Currie who oversees thousands of sports brand Adidas stores across China said that marketers should not look at China like one market but rather understand its various nuances.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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