adidas to support grassroots football development in China

German-based sports equipment and clothing giant adidas has agreed a partnership deal with the Chinese government to support football development in 20,000 schools across the country.

The three-year deal will see adidas devise a nationwide football program and train up 50,000 teachers to help grow the game of football at grassroots level.

adidas will also fund and organise summer football camps for students.

The deal is seen as part of adidas’ strategy to grow its brand and regain market share from its fierce rival Nike in China’s lucrative sportswear sector.

Nike dominates the market thanks to its association with basketball - a sport in which China enjoys greater success than football and, as a result, is far more popular among China's population.

Commenting on the program, Adidas China head Colin Currie explained "the development of grassroots football is a key vehicle for us in empowering rising athletes, nurturing a next generation of football players and inspiring a new generation of football fans in China.”

Earlier this year, adidas opened two specialty stores for women in the Sichuan city of Chengdu.

According to Currie, women's products have been one of the company’s fastest growing categories in China. 

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