Adidas: China'S Sales Will Exceed 1 Billion Euros In 2010.

From the investment point of view, Adidas's biggest investment in Olympic official partners and related marketing is the largest ever.

There is no doubt that while supporting this great movement, we are also looking forward to the commercial return. Besides the chairman and CEO of Adidas group, Herbert Hainer (Herbert) should be regarded as a sportsman.

Born in 1954 in Ding Gefen, Bavaria, Germany (Dingolfing), Herbert Haina, who loves football, is an excellent footballer.

His Ding Gefen football club won the Lower Bavaria championship in 1977.

Herbert Haina is also the vice chairman of the board of supervisors of the Bayern Munich football club, which has 10% stake in Adidas.

Herbert Haina's career began with marketing business, when he served in Procter & Gamble group as a marketing manager to join Procter & Gamble.

In the 8 years there, he has learned what is the key to shaping the brand, and thus has a deeper understanding of the global multi brand strategy.

This is obviously a great help to Adidas since then. In 2001, Herbert Haina became the chairman and chief executive of Adidas group.

This year is the year when Beijing successfully bid for the 2008 Olympic Games.

From this year on, Haina began to change its image.

First financial daily: as a partner of Beijing 2008 Olympic Games, Adidas invested a lot of money to get this identity. What is the market return?

Herbert Haina: Adidas is honored to be a partner of the Beijing 2008 Olympic Games, and will take this opportunity to show the innovation of our brand and products.

All along, the Olympic Games for Adidas, is a kind of innovation power, it encourages us to develop new products, create new technology, to help our athletes in the competition to achieve faster, higher and stronger.

As the official partner of sports clothing in Beijing 2008 Olympic Games, Adidas is committed to expanding the Chinese market.

The theme of Adidas China Olympic Games was launched in November 30, 2007.

We promote it across the country through various media platforms such as television, print and outdoor advertising, public relations, Internet, retail channels and roadshows.

This is also the largest marketing activity Adidas has ever planned and launched for a single market.

First financial daily: the Olympic torch relay is being held in China. What activities does Adidas have to cooperate with it?

How are you doing in this area?

Herbert Haina: as the official partner of sports dress in Beijing 2008 Olympic Games, Adidas is honored to provide equipment for all volunteers, officials and technicians, as well as all the torchbearers and runners.

First financial daily: all kinds of marketing work of the Olympic Games started in 2003. So far, how many stages of Adidas's activities can be divided into several stages?

From the current effect, whether the activities at all stages have achieved the established goals?

Herbert Haina: Adidas's Olympic theme event started in late 2007 and has gone through 4 stages.

Recent research released by R3 consulting firm shows that with Adidas becoming an absolute leader in sports brand, our brand's awareness is increasing.

"2008 together, no impossible" is our Olympic market integrated marketing concept, which aims to encourage Chinese consumers to participate in sports initiative.

First financial daily: what standard do you think should be achieved when a marketing campaign is perfectly integrated with sports activities?

Are there any specific figures showing how Adidas's sales performance has changed after sponsoring the Olympic Games?

Herbert Haina: from the investment point of view, Adidas's biggest investment in Olympic official partners and related marketing is the largest ever.

There is no doubt that while supporting this great movement, we are also looking forward to commercial returns.

Of course, it is very important for us to measure its success.

First financial daily: what do you think the final phase of the sprint will mean for every sponsoring enterprise?

Herbert Haina: during this period, we will issue the awarding costume with Chinese characteristics before the Olympic Games.

All Chinese athletes who won medals will wear Adidas awards.

I believe that for all Chinese people, this dress will become one of the symbols of this Olympic Games.

Before the Olympic Games, we will open the world's largest Adidas flagship store in Beijing to show all the products, categories and ideas of our brand.

Adidas is looking forward to the opening of the Olympic Games, and is excited to provide Olympic apparel for more than 3000 athletes and provide about 2000000 products for 100 thousand volunteers and technicians.

First financial daily: then what should we do after the Olympic Games?

Herbert Haina: after the Olympic Games, we will continue to research and develop new products, create new technologies, and launch new activities to achieve our goal of selling more than 1 billion euros in China in 2010.

By then, China will become Adidas's second largest market in the world.