Localization vital cog in Nike's expansion strategy in China

Sportswear brand's push beyond metros, sneaker event herald market growth

US sportswear maker Nike is testing market potential of Chinese cities beyond Beijing and Shanghai. It believes localization as a strategy in China will help the brand better present itself to the whole world.

It opened Nike Jordan, its basketball brand's flagship shop, in Xiamen. It is the first Jordan shop in Fujian province.