耐克高管解码“本土源创”与中国市场潜力
中
双语君 双语君约 6 分钟
双语君 双语君约 6 分钟
中国的体育文化，早已不再局限于竞技本身，而是演变成了一种极具影响力的生活方式。这种深刻的转变，也被深耕中国市场的跨国品牌敏锐捕捉。
China's s
ports culture has evolved far beyond mere competition, transforming into an influential lifestyle. This profound shift has been keenly observed by multinational brands deeply rooted in the Chinese market.
近日，耐克集团总裁兼首席执行官贺雁峰
（
Elliott Hill
）
在接受《中国日报》专访时，回顾了品牌与中国市场共同成长的岁月。这份跨越数十年的连结让他倍感骄傲。
In a recent exclusive interview with China Daily, Elliott Hill, president and CEO of Nike Inc, expressed immense pride in the brand's decades-long local connection.
贺雁峰说
：
“
耐克扎根
中国
已有
45
年，我们为能与
中国和
这里的消费者
以及
运动员建立起如此深厚的关系而感到无比自豪
。
”
"We ' ve been here in China now for 45 years, and we're incredibly proud of the relationship that we've had with this country, with the consumers, with the athletes," Hill said.
贺雁峰
在上海参观
耐克中国
45
周年主题展。
在不断造访中国的
25
年间，最令他振奋的不仅是体育文化的发展速度，更是中国
愈发重要的国际影响力
。
Over his 25 years of traveling to China, what excites Hill most is not just the rapid growth of its sports culture, but a fundamental shift in China's role on the global stage.
贺雁峰说
：
“
今天的中国不再是跟随者，而是引领者。看着中国在世界体育版图上完成这一蜕变，非常有趣，也令人振奋。
”
"China today is not following. China today is leading," Hill noted. "I think China went from following to leading in the world of sport. It's really fascinating and inspiring to watch."
前不久，他在上海
参加
了
第
38
次上海市市长国际企业家咨询会议
（
IBLAC
）
。之后他又在上海感受到了浓厚的体育文化氛围，
亲自体验了综合训练，并在现场观看了一场上海申花队的比赛
。
这些极具活力的沉浸式体验，印证了他对中国消费者的判断。
Recently, Hill attended the 38th meeting of the International Business Leaders
'
Advisory Council for the Mayor of Shanghai (IBLAC). During his visit, he also took part in a hybrid training session and watched a Shanghai Shenhua football match. These first-hand experiences further deepened his understanding of China
'
s local market.
贺雁峰参加第38次上海市市长国际企业家咨询会议（IBLAC）。
他说：
“
这恰恰说明，这里的消费者接受新事物、引领潮流的速度有多快，而且自有特色。体育在这里孕育出了丰富的社群，这确实独一无二。
”
"It just shows you how quickly the consumer here either adopts, leads, or by the way, how they make it their own," he said. "I would say there's a deep, rich community that comes through sport here and that I think is really special and unique." 随着运动日益融入日常生活，体育与文化碰撞出新的火花。郑钦文在2026年中网女单决赛夺冠后，颁奖仪式及相关场合中那件兼具竞技感与时尚感的外搭礼服，便是一个生动的注脚。 As sports intertwine with daily life, the collision of sports and culture sparks new inspiration. A vivid example was the stylish overcoat worn by Zheng Qinwen during the China Open award ceremony. 贺雁峰说：“我想你在这里看到的是一位极具天赋的世界级运动员，同时她还拥有极佳的时尚品味。我认为这代表了未来的发展方向，即体育与文化的碰撞。” "Well, I think what you see here is you have an incredible athlete who plays at a world-class level, but she also has a sense of style," Hill explained. "And I think what this represents is where the world is going, this sort of a collision, if you will, of sport and culture." 这种碰撞也催生了 “ 本土源创 ” （l ocal creation ） 的理念。在贺雁峰看来，一切创新都必须扎根于真实的体验。 This collision has given rise to the concept of "local creation". In Hill's view, all innovation must be rooted in authentic experiences. 他说： “ 本土源创始于参与设计的团队，始于消费者和运动员 。 所以首先，你必须建立一种立足本土的连结。然后，将你收获的洞察转化为产品，这就是本土源创。 ” "I think local creation starts with the team that is helping to design this. It starts, I think, down on the streets with the consumer, the athlete," he said. "So, first of all, you ' ve got to have a relationship that's local. And, then, how do you take the insights that you gain and then translate that into a product? Local creation."
贺雁峰与申凯希观看上海申花比赛。
耐克集团副总裁兼大中华区总经理申凯希 （ Cathy Sparks ） 进一步指出，这不仅是引入全球创新，更是赋能本土团队去延伸和创造。 Cathy Sparks, vice-president and general manager of Nike Greater China, noted that this is not just about bringing global innovations in, but empowering a local team to extend and create. 申凯希 表示： “ 对我来说，本土源创是耐克一贯使命的有力延伸。我们将全球最前沿的创新带到这里，解决运动员的独特需求 …… 并以此为基础，让热爱运动、与消费者一起探索城市文化的本土团队进一步拓展创新 。 ” "Local creation for me is the powerful extension of what Nike's always done, bringing the world's best innovation, solving the unique needs of athletes. And then, extend it with a team here on the ground, that lives and breathes and plays sports and does city walks with our local consumers," Sparks told China Daily.
申凯希相信，这种植根中国的设计终将走向世界舞台。她说：“我认为这些风格也将在全球取得成功，因为我们正目睹中国如何深刻影响着全球的时尚、风格与创新。”
Sparks believes that such designs rooted in China will eventually make a global impact. "And my guess is that those same styles are going to be successful around the world because we're seeing how China is influencing fashion and style, and innovation, globally," she added. 面对未来，贺雁峰用 一个词 总结了他对中国市场的期待： “ 无限潜力 ” 。 Looking ahead, Hill summed up his expectations for the Chinese market in two words: unlimited potential. 贺雁峰总结道 ： “这里有 无限 的 潜力。我对这个市场充满信心 。 体育在这里的广度和深度，以及它与青年文化、风格、艺术和音乐的连结，都至关重要。而我们的机遇就在于，确保我们能够彻底释放这种潜力。 ” "I believe strongly in this market," Hill concluded. "I also think the breadth and depth of sports here. The connection to youth and culture, and style, art and music — I think it is critically important. And therein lies an opportunity for us is to unlock that potential."
编辑： 屠佳宜
"We ' ve been here in China now for 45 years, and we're incredibly proud of the relationship that we've had with this country, with the consumers, with the athletes," Hill said.
"It just shows you how quickly the consumer here either adopts, leads, or by the way, how they make it their own," he said. "I would say there's a deep, rich community that comes through sport here and that I think is really special and unique." 随着运动日益融入日常生活，体育与文化碰撞出新的火花。郑钦文在2026年中网女单决赛夺冠后，颁奖仪式及相关场合中那件兼具竞技感与时尚感的外搭礼服，便是一个生动的注脚。 As sports intertwine with daily life, the collision of sports and culture sparks new inspiration. A vivid example was the stylish overcoat worn by Zheng Qinwen during the China Open award ceremony. 贺雁峰说：“我想你在这里看到的是一位极具天赋的世界级运动员，同时她还拥有极佳的时尚品味。我认为这代表了未来的发展方向，即体育与文化的碰撞。” "Well, I think what you see here is you have an incredible athlete who plays at a world-class level, but she also has a sense of style," Hill explained. "And I think what this represents is where the world is going, this sort of a collision, if you will, of sport and culture." 这种碰撞也催生了 “ 本土源创 ” （l ocal creation ） 的理念。在贺雁峰看来，一切创新都必须扎根于真实的体验。 This collision has given rise to the concept of "local creation". In Hill's view, all innovation must be rooted in authentic experiences. 他说： “ 本土源创始于参与设计的团队，始于消费者和运动员 。 所以首先，你必须建立一种立足本土的连结。然后，将你收获的洞察转化为产品，这就是本土源创。 ” "I think local creation starts with the team that is helping to design this. It starts, I think, down on the streets with the consumer, the athlete," he said. "So, first of all, you ' ve got to have a relationship that's local. And, then, how do you take the insights that you gain and then translate that into a product? Local creation."
耐克集团副总裁兼大中华区总经理申凯希 （ Cathy Sparks ） 进一步指出，这不仅是引入全球创新，更是赋能本土团队去延伸和创造。 Cathy Sparks, vice-president and general manager of Nike Greater China, noted that this is not just about bringing global innovations in, but empowering a local team to extend and create. 申凯希 表示： “ 对我来说，本土源创是耐克一贯使命的有力延伸。我们将全球最前沿的创新带到这里，解决运动员的独特需求 …… 并以此为基础，让热爱运动、与消费者一起探索城市文化的本土团队进一步拓展创新 。 ” "Local creation for me is the powerful extension of what Nike's always done, bringing the world's best innovation, solving the unique needs of athletes. And then, extend it with a team here on the ground, that lives and breathes and plays sports and does city walks with our local consumers," Sparks told China Daily.
申凯希相信，这种植根中国的设计终将走向世界舞台。她说：“我认为这些风格也将在全球取得成功，因为我们正目睹中国如何深刻影响着全球的时尚、风格与创新。”
Sparks believes that such designs rooted in China will eventually make a global impact. "And my guess is that those same styles are going to be successful around the world because we're seeing how China is influencing fashion and style, and innovation, globally," she added. 面对未来，贺雁峰用 一个词 总结了他对中国市场的期待： “ 无限潜力 ” 。 Looking ahead, Hill summed up his expectations for the Chinese market in two words: unlimited potential. 贺雁峰总结道 ： “这里有 无限 的 潜力。我对这个市场充满信心 。 体育在这里的广度和深度，以及它与青年文化、风格、艺术和音乐的连结，都至关重要。而我们的机遇就在于，确保我们能够彻底释放这种潜力。 ” "I believe strongly in this market," Hill concluded. "I also think the breadth and depth of sports here. The connection to youth and culture, and style, art and music — I think it is critically important. And therein lies an opportunity for us is to unlock that potential."
编辑： 屠佳宜