German sportswear firm has opened its largest global store in Beijing, shortly before the Olympics kick off in August. It has also launched a new marketing campaign in a bid to gain market share in competition with major players such as Nike and Chinese sporting giant Li Ning. The store offers approximately 34,000 sq. ft. of retail space across four floors.

According to the firm's China managing director, Wolfgang Bentheimer, the competition has the potential to make the company "the leading sports brand in China in 2008", and sales in China have already shown strong growth in the first quarter. 

As an official sponsor of the Olympics, adidas is expecting China to be its top profit generator in 2008.