Adidas Sells Out 12,000 China-Designed Jackets in 27 Minutes

A China-designed Adidas jacket sold 12,000 units in North America in 27 minutes, according to the company — the sharpest data point at the ninth China International Import Expo (CIIE), which opened in Shanghai on November 5 with a record 4,100-plus overseas exhibitors over five days.

The number matters because it quantifies a shift the trade has suspected for some time: China is becoming an export platform for design and product development, not only a consumer market. Around a quarter of products developed by Adidas's Chinese design teams now enter the brand's global distribution network. The German sportswear firm said 65% of what it sells in China is designed locally and 95% is manufactured domestically. Its expanded 500-square-meter CIIE pavilion put that work on display.

What does the fair change for sourcing strategy?

LVMH's secretary general, Marc-Antoine Jamet, framed the event in supplier terms. "If you want to meet your suppliers, if you want to meet your partners, if you want to meet local authorities [...] that's a place where you can start a dialogue with the whole China," he told Vogue Business. LVMH brought seven maisons to Shanghai: Louis Vuitton, Dior, Bulgari, Tiffany & Co., Guerlain, Hennessy and Sephora. Nike, present for a seventh consecutive year, showcased Radical AirFlow cooling technology and the locally developed Swooshfly line.

Flavia Cervantes, VP of local product creation for Nike Greater China, said local teams embed with young consumers at trail runs, music festivals and community events rather than rely on conventional research. "Having a local team in China allows us to drive innovation and product development at the pace of young Chinese consumers," she said.

The demand backdrop is not kind

The strategic repositioning is not voluntary. Bain & Co. estimates Mainland China luxury sales fell 3–5% in 2025, after a 17–19% contraction in 2024. LVMH reported a 5% organic decline in its fashion and leather goods division in the third quarter, citing softer Chinese conditions. Kering flagged weaker store traffic in Mainland China as a drag on Gucci. Chinese shoppers are scrutinizing prices and prioritizing experiences over possessions.

Kering's product bet: Qeelin Gold

Kering, attending for the eighth consecutive year, moved beyond exhibition stand diplomacy. On November 6, its Chinese-rooted jewelry house Qeelin unveiled Qeelin Gold, a new gold jewelry brand, with a debut collection called Bajing. The launch departs from the usual localization playbook of limited editions and festive campaigns. Gold carries deep cultural weight in China as a store of value, and the domestic gold jewelry sector is booming — Laopu Gold's rise and Kering Ventures's investment in jeweler Borland signal the opportunity.

"For Kering, China is not only one of our most important markets, it's a vital force of innovation and creative inspiration," said Jean-Marc Duplaix, Kering's COO and CEO of Kering Jewelry.

Circularity and compliance signals

Arc'teryx, at its CIIE debut, showcased the Sperro SV shell — the first product under its System 0 circular platform, designed for maintenance, repair and material recovery, and carrying a digital product passport (DPP) with QR-code access to care and repair services. For supply-chain teams, DPP adoption at product level is worth noting ahead of tightening EU traceability rules.

Lifestyle and beauty expand their footprint

Ralph Lauren, Woolrich and Bogner all made CIIE debuts with lifestyle-focused installations. L'Oréal, in its ninth year, expanded to 28 brands including Color Wow and Skinbetter Science, alongside AI-powered beauty tech. Estée Lauder Companies brought 17 brands and more than 80 new products, including a Mac setting product developed for Asian skin tones. Richemont presented Cartier, Van Cleef & Arpels, Vacheron Constantin, Alaïa and Montblanc.

Nine editions in, CIIE has inverted the old equation. Brands once came to China for growth; they increasingly come for instructions on where growth might come from next.