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THE CHINA SYNDROME; The People's Republic is complicated, but most U.S. brands can't afford to walk away

Oct 28, 2019 - Advertising Age

Nike's outgoing CEO Mark Parker made a comment in a September earnings call that might have startled people who think of the company as a great American success story. Nike, he said, "is a brand of China, for China."

Parker's provocative remark meant to draw attention to how important China is for the sportswear giant. Nike has had 21 consecutive quarters of double-digit revenue growth in the China region, and sales there were up 22 percent in the quarter ended in August. Nike looks to Chi...