The sneaker will become available to customers on March 23 online and in select stores including those on the Chinese mainland, in addition to its home turf of North America and the United Kingdom, the company said in a press release.
该公司在一份新闻稿中表示，这款运动鞋将于3月23日在网上和精选商店向顾客开放，包括中国大陆的商店，以及北美和英国的本土商店。
Sportswear brand's push beyond metros, sneaker event herald market growthUS sportswear maker Nike is testing market potential of Chinese cities beyond Beijing and Shanghai.
"China's growing sneaker market in cities beyond metros has attracted the attention of other brands too.
In May, Sneaker Con, one of the biggest sneaker exhibitions of the world, was held in Shanghai for the first time.
After the success in Shanghai, Endeavor is planning to hold more Sneaker Con events in China, at least three times a year.
The brand started with one product, a sneaker made from merino wool.
One of its signature products, a high-top sneaker, is made from eucalyptus tree fiber, wool and sugar cane, responding to the company's goal of making comfortable and eco-friendly shoes.
Nike has vowed to remove social barriers and promote women's sneaker culture, as the female sportswear market grows steadily.
Vanessa Garcia-Brito, Nike's vice-president of purpose communications, said the company is determined to help China to define women's sneaker culture.
"We know that female sneaker culture (in China) is growing very fast as well.
A sneaker aficionado and collector, the 29-year-old Chen used to prefer foreign brands, but now his closet is full of shoes made and designed in China.
The company wants to make its own sneaker database with the help of high-tech equipment, including 3D foot scanners and testing machines.
On the popular secondhand sneaker platform Dewu, the price for a pair of limited-edition Li-Ning sneakers hit a high of 48,889 yuan ($7,548), 31 times higher than the official market price of 1,499 yuan.
The Shanghai Head Office of the People's Bank of China said in a financial briefing on Oct 16 that it had found alarming signs of possible financial fraud in the sneaker trade, including illegal fund-raising, illegal use of public deposits and illegal pyramid schemes.
For sneaker speculation, there is now a primary market and a secondary market in China.
Sneaker fans have a strong demand for purchasing, selling and collecting shoes, which caused the boom in the secondary market.
Some sneaker platforms operate in the style of options trading, and such financial operations require official approval and may be suspected as illegal operations, he said.
Sneaker brands including Nike, Adidas and others have fueled a robust market and spawned avid collectors through launch of limited editions.
Sneaker lovers usually have two or three, even dozens of apps on their mobile phones to buy, while speculators have both an online and offline presence.
"The sneaker industry has a primary market and a secondary market as well," Xiao Jun, a player in the world of sneaker hype, said in the report.
"Sneaker chasers have a strong demand for buying, selling and collecting shoes, so the secondary market for reselling has emerged.
As local label Kiks' impact on street fashion kicks in, sneaker segment rocksOne chilly January afternoon this year, hundreds of youngsters, all lovers of sneakers - they call themselves "sneakerheads" - lined up outside Beijing's Langyuan Vintage Park for one of their most important events of the year: Nike Air Max.
Sneaker culture is no exception.
"I started to sell sneakers in university, and I made my first million yuan after graduation," said Li Baofeng, founder of Kiks, a sneaker magazine and store chain.
Skechers, another California sneaker brand, also opened its largest store in Shenyang city in January.
"Of course, you can still be an individual sneaker buyer.
A true sneakerhead, he said, wants to promote sneaker culture in China.
So, in 2014, he started Kiks, a young sneaker magazine.
It launched its Kyrie 4 "Chinese New Year" sneaker in 2018, and this year really rolled out the red carpet with an entire limited-edition Chinese New Year collection whose colors and materials were directly inspired by the Chinese zodiac animals and traditional Chinese patchwork.
AR Shoes Try-on is now available for over 1,000 sneaker options on JD.
Even issues like illegal fund raising by some private-sector players like venture capital firms and online sneaker peddlers have attracted PBOC attention in recent months.
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