China’s rocket-like rise from a developing country to a world power has swept the sporting goods industry along with it. In particular, major sporting events drive the market and create tremendous potential for national and international companies.

 

But what is the best way to address and reach athletes in China? What matters to them in their daily lives? ISPO and the consulting company Trendbüro have jointly explored these questions and come up with some answers in a seven-part whitepaper series called “Chinese Sports Consumer Values.”

 

It is a study that explores and illuminates the key values of sporting goods customers in China and evaluates their meaning for the sporting goods business.