MediaTV: 'The Olympic Effect' series in full

In a series of interviews, sponsored by Sports Illustrated China key players in the industry described how their marketing strategies had changed in the past 12 months, and how they would maintain growth around the region.



Celine Del Genes, regional head of marketing at Reebok, kicked off the series by describing how the Olympics had shifted perceptions of sport within China. She described how the growing female sports market around the region would be key to Reebok’s growth.



Then Christophe Bezu, SVP and head of region at adidas, talked about the impact of his brand’s official Olympic sponsorship, and noted a marked change in strategy in China since the Games ended.



Michael Wood, CEO Greater China at Leo Burnett, the agency of Chinese brand Li Ning, detailed the spur the Olympics gave to the brand and outlined its ambitions to grow globally.



Finally, Christoph Peter-Isenbuerger, head of marketing APAC at Puma, said his brand would keep its roots in athletics but pursue a sports-lifestyle positioning.



To see previous Media TV interviews, click here.

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