Germany-based sports apparel brand Adidas AG is set to open its largest international store in Beijing, China. The shop is about one-and-a-half times the size of Adidas's previous largest outlet, on Paris's Champs-Elysées, reports The Wall Street Journal. Christophe Bezu, who heads Adidas Asia, told The Journal that China will overtake Japan as the company's second-largest market, after the U.S., by the end of 2008.
In the same story, Richard Basil-Jones, Nielsen's managing director of Asia Pacific media, noted a recent Nielsen survey, which suggests that Adidas faces significant challenges from both Nike and Li Ning, a Chinese sporting-goods maker. Nike has hit $1 billion in sales in China for the fiscal year 2008, and the country became Nike's second-largest market in 2007.