Meanwhile, Chinese brands such as Li Ning, Anta, 361 Degrees and Xtep dominated the tier-two to tier-six hinterlands, the home of China's new consuming classes. By the time the Beijing Olympics was winding down, each could boast more than 5,000 bricks-and-mortar stores. Discounting was an important tool in their marketing arsenal, and customers included many who were buying their first branded running shoes or T-shirt.
If anything, the 2008 Beijing Olympics highlighted the gap in marketing muscle between foreign and domestic brands. During the event, Adidas' three stripes and Nike's swoosh were as visible as the yellow stars of the red Chinese flag.