| 

China's sportswear giants are winning the home game

Insights

• The rise of 'guochao'—national-pride styling in China—has only intensified.
• Adidas and Nike will face new challenges in the country, given current trade relations.
• Exposure to the American consumer remains limited for the Chinese brands, so they face manageable tariff risks.
• Long game is to deepen loyalty at home and eventually credibly translate it abroad.