This is Beijing style: Nike hopes new hutong skateboard shoe can capture Chinese market
US sportswear giant releases shoe inspired by Beijing's traditional neighbourhoods in bid to turnaround falling sales in China
US sportswear giant Nike has taken inspiration from Beijing’s traditional hutong neighbourhoods in the design of its newest skateboarding shoe as it attempts to improve falling sales in the Chinese market.
Nike is experiencing fierce competition in China, one the world’s largest sporting goods markets. Its sales in China, including Hong Kong, Macau and Taiwan, have declined for five consecutive quarters.
Observers say that the approach of Nike’s main competitor, Adidas, to reposition its sports image to one more focused on fashion and lifestyle has gained the edge in the rivalry between the world’s two biggest sportswear brands.
Nike China will on Sunday release the latest edition of its classic Dunk Low Premium skateboarding shoe – which will be available exclusively in China – adding Beijing to its decade-plus long city series.
Nike said that the shoe pays tribute to the birthplace of China’s first generation of skateboarders, who learned to skate in hutongs, the narrow alleyways that stretch between traditional single-storey courtyard residences.
The shoe’s exterior features dark grey textured leather panels that match the principle tone of Beijing’s traditional residential buildings, while the brand’s iconic swoosh is gold and red – auspicious colours in Chinese culture.