According to reports in local media, Herbert Hainer, president of Adidas, recently said that as the wage level in China had been increasing, to reduce the production costs, Adidas plans to transfer a part of its production and purchase from China to other countries.

In terms of increased brand awareness Chinese sportswear retailer Li Ning was a clear Olympic winner — despite the UDS866 million invested in sponsorship by 12 global brands, including Adidas which is an official Olympic sponsor.

The Beijing Wu-Mart Yutingqiao store has been sued for selling fake Adidas shoes and was sentenced by Beijing Second Intermediate People's Court to pay Adidas compensation of CNY20,000.