Figures released by Chinese retailer JD.com suggest that sports brand adidas saw a 350% year-on-year jump in athletic footwear transaction volumes during last month’s 8.8 Beijing Sports Consumption Festival.

The event, which takes place every August 8, has ran each year since 2020.

JD also registered 106% sales growth in ski equipment versus the previous month, local media said.

The company is already committed to making an annual investment of ¥100 million (around $13.7 million) in “citizens’ fitness and sports-related consumption activities” until 2025, in partnership with Beijing Municipal Sports Bureau.

Image: Jason Yuen via Unsplash.

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