By love-89.com At the sixth China International Import Expo (CIIE), Nike made a significant announcement: the establishment of the Nike China Sports Research Laboratory in Shanghai. This move highlights the Expo’s role in transforming exhibitors into investors, further enhancing the attraction of foreign investment.
On the stylish stage set up for the event, black lines crisscrossed over a silver floor, intersecting with coordinates that connected the LeBron James Innovation Center in the U.S. and a street in Shanghai. Nike’s announcement marks a pivotal moment for the iconic sportswear company, as the new research lab will be its first sports research center in Asia, dubbed the “brain of innovation.”
Why did Nike choose to unveil this decision at the CIIE? “In a globalized context, the CIIE serves as an excellent platform for promoting economic openness and fostering dialogue among nations,” explained Ma Zheng, Vice President of Government and Public Affairs at Nike China. He emphasized its importance as a chance for Nike to engage in China’s economic development. “We have a strong desire to participate. At every CIIE, Nike not only showcases global innovations but also announces significant investment projects in China. This has become our custom.”
During the event, Nike showcased part of its “brain of innovation,” which attracted numerous visitors. Innovations like foot scanners record measurements for a more customized shoe fit, while pressure mapping and force plates identify individual walking and jumping patterns to determine where to add cushioning for comfort and to reduce pressure.
Former Chinese basketball star Yi Jianlian, who has attended the CIIE before, noted that the sports research lab was the most captivating exhibit. With the help of the lab, athletes can access athletic gear that is more suitable for their specific needs.
According to Ma, the opening of this innovation lab in China will enable Nike to better understand local athletes and consumers, thereby allowing them to design and manufacture products that meet local demands. “In a sense, this will guide Nike’s global innovation,” he said.
A few years ago, Nike’s China team identified a demand among Chinese women for sneakers that combine comfort with a unique style. This insight led to the creation of the Nike Motiva, which received global recognition upon its launch and was also featured at the Expo. According to Ma, “This is a typical case of our global innovations being informed by Chinese consumer needs.” This evolution—from “in China, for China” to “in China, for the world”—has been catalyzed by the CIIE.
Nike has been an early mover in seizing opportunities in China, signing production agreements with shoe manufacturers in Tianjin and Shanghai as early as 1980 and establishing its Chinese headquarters in Shanghai in 1981. The fourth CIIE in 2021 marked Nike’s 40th anniversary in the Chinese market, where they highlighted 40 iconic moments and key products that reflect their growth alongside Chinese sports.
Over the last 40 years, Nike’s position in China has progressed dramatically—from a major manufacturing and export hub to the second-largest single market after the U.S., and now an important global innovation center. The CIIE has played a crucial role in this advancement, according to Ma. “The Expo is not just a six-day event; it’s integrated into our annual business plans and goals. Companies participating gain significant ‘spillover effects’ in terms of investment and brand development.”
In 2020, the CIIE introduced a dedicated section for sports products and events, with Nike among the first exhibitors. The Expo has consistently served as a platform for Nike to announce significant investment initiatives.
China is increasingly becoming a global center of innovation, and Nike is no exception. “We share our valuable experiences and innovative spirit from China with the world through the CIIE,” Ma said.
Having participated in all four previous expos, Nike has established itself as a “frequent flyer” at the CIIE, with representative projects launched annually. Last year, they announced the construction of the Nike China Technology Center in Shenzhen to accelerate digital transformation, while the previous Expo saw the unveiling of a fully automated warehouse at their China logistics center.
In addition to such projects, the CIIE also provides a platform for academic and industrial collaboration. At the ongoing Expo, Nike announced deep cooperation with Tsinghua University in the field of sustainable development, launching a “Carbon Neutrality Collaborative Research Project.” They are also working with Tongji University to develop an automated disassembly process for old sports shoes, which will facilitate recycling into eco-friendly sports fields.
Ma believes that the CIIE has continuously upgraded over the years, enhancing the “sense of gain” among exhibitors. Looking ahead to the upcoming seventh CIIE, Nike aims to further upgrade alongside the event, with Ma hinting that “running” will be their “secret weapon” to showcase future possibilities and demonstrate their long-term commitment to the Chinese market.