The Beijing store is the largest of approximately 3,000 Nike retail destinations now open in China. Nike is China's leading athletic brand, representing about a third of the market and significantly ahead of the nearest competitor.
Nike leads the market in basketball and football (soccer) – the two most popular sports among Chinese youth. Nike athletes such as Kobe Bryant and LeBron James are extremely popular in China, which is the most important basketball market in the world outside of the United States.
Nike has been doing business in China for more than 25 years, first sponsoring China's national basketball teams in 1980. For the Beijing '08 Olympics, Nike is sponsoring 22 of the 28 Chinese federations. At the 2004 Olympics in Athens, Nike sponsored 12 Chinese athletes who won gold medals.
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