Adidas sales growth China, that its third-quarter sales in North America, excluding Yeezy shoes, increased due to strong growth in Greater China and an improved brand image.

The performance of the German sportswear market China Adidas is different from that of its rivals, who are dealing with low consumer demand and a longer wait for government stimulus packages to boost confidence.

The company's greatest three-month sales in China since the beginning of 2022 were achieved in Greater China, where currency-neutral quarterly sales increased 9% to 946 million euros ($1 billion) from 870 million euros in the same time last year.

Bjorn Gulden, the CEO of Adidas, told reporters that he wouldn't be shocked if sales increased by 10% or more in the fourth quarter and that they are actually happy with the situation in China, where they are gaining market share and making more money for themselves and their partners.

In order to compete with local brands in their home markets, Adidas retail expansion China launched more than 200 stores in smaller Chinese cities by the end of the third quarter and plans to reach 300 by the end of the year, according to Gulden.

Felix Dennl, an analyst at Frankfurt's Metzler, claimed that Adidas' choice to create goods especially for the Chinese market had improved the company's success there.

Topsports, the largest sports shop in China, launched a new tab last week. The company praised Adidas' tenacity and said that Nike's launch of a new tab has lagged behind, Dennl added.

Despite a second filing indicating that Groupe Bruxelles Lambert, the company's largest stakeholder, had reduced its position, Adidas shares increased 3.3%. Earlier this month, Adidas increased its yearly sales and profit projection and announced preliminary statistics.

Adidas has recovered from a painful split with Kanye West and gained market share from competitors like Nike thanks to a craze for its Samba and other "terrace" shoes, which are regular models based on the footwear worn by soccer fans in the 1970s and 1980s.