Made in China #170 - From 10M to 1B: Inside adidas’ China strategy – Sriram Darbha, former adidas Head of Digital/ SVP Digital
“If you don’t have the speed, you’re out of the game.”
Sri spent over two decades in leadership roles at adidas before moving to China in 2015 to lead the company's e-commerce and digital strategy in the market. Under his leadership, the business saw rapid growth and transformation.
In this episode, Sri shares what it takes for brands to succeed in China. He explains why digital in China is part of daily life, why speed is critical for survival, and how platforms like Tmall, JD, and Douyin are key to building consumer trust and driving sales.
We also talk about the rise of local sportswear brands, how they have gained ground in China, and what international brands can learn from them. Sri explains why he believes that even after years of leading at a global company, it is essential to start again and stay close to the market to remain relevant.
If you want to learn what it takes to build a brand in China and understand the realities of the market, this episode is for you.
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Guest: Sri
Hosts: Damian Maib & Thomas Derksen
Editing & Production: Eva Trotno