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Sportswear brands collide - Telegraph

Published by
Mammone   Jul 30th 2008, 11:30pm
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7/30/08
By Mark Hodgkinson

The iconography of the Games will not so much centre on the five Olympic rings and China's red with yellow stars national flag, as the battle of the brands. It is Adidas against Nike, the three stripes versus the swoosh.

The cults of Mao and consumerism can co-exist in modern, urban China. They are already a nation of leisure shoppers, a country that craves Western labels and brands. Just consider the fact that a Starbucks coffee shop has been selling frappuccinos inside the walls of Beijing's Forbidden City (the cultural equivalent in the United States would be a Chinese takeaway next to the statue of Abraham Lincoln).



Read the full article at: www.telegraph.co.uk

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