Sports Brand Translation in China: When Language Works Against You! (Part 2: Adidas)

Part 2: Adidas - 阿迪达斯 (Ādídásī)

Nike’s eternal rival Adidas also needed a name worthy of its history. In China, it is known as阿迪达斯 (Ādídásī) , a transliteration that not only sounds like the original, but also conveys a positive idea: “achieving great things.” Not bad for a brand that sells us the idea that with its shoes we will become elite athletes, even if we only wear them to the supermarket.

Imagine if they had opted for a literal translation based on its founder, Adolf Dassler. Doesn’t sound so sporty, does it? Instead, 阿迪达斯 is a name that feels strong, dynamic and fitting for a sports giant. The choice of these characters reinforces Adidas’ image as a prestigious and quality brand, something crucial in the Chinese market, where reputation is everything.

Adidas has also been able to play on local culture to consolidate its success in China. Its collaborations with Chinese artists and designers, as well as its youth-focused marketing strategy, have made its name resonate not only in stadiums, but also in streetwear. Limited editions and exclusive designs have helped consolidate Adidas' image as a premium brand.

If they wanted to play it up a notch, they could have tried "Sneakers of Ultimate Success" or "Run Faster Than Your Neighbor," but that might have been too aggressive even for them.

A funny advertisement for the brand adapted to Chinese: