Part of Nike’s (majority ambush strategy) sponsorship activation during the Beijing Olympics will be a focus on integrating into Chinese (Eastern) fashion. But what exactly is the Chinese look? And how can global sneaker companies change from traditional West to Contemporary East? In a recent Wall Street Journal article reporter Sky Canaves notes:“In efforts to woo China’s consumers, Nike Inc., the country’s market leader in sportswear, is aggressively promoting apparel and shoes with designs incorporating Chinese elements — a departure from the mostly Western-influenced styles they have marketed in the past.

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