ÿþOwing to adidas ultraboost the double-digit increase of sportive expression series and sportive fashion series, the Greater China region's marketing revenue achieved 1.229 billion Euros, rising 23%, which turned out to be the most rapidly growing region. Colin Currie, who is The Greater China region's managing director of Adidas Group, said: "Adidas has created a sound environment for development in China, and while we offer the up-to-date Adidas sportswear, we have tried our best to let retail outlets' stock maintain a natural fitness.

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The influence Adidas had was remarkable and even though technology advanced in the footwear industry and other brands started entering the competition, the Adidas Superstar was and still is held in high regard even to this day. Given the huge popularity of these shoes, they eventually made the obvious transition from the basketball court to the street and became a defining fashion statement. By the 80 s, the Adidas Superstar became the fashion choice for many hip hop artists. Adidas soon started making collaborations and it was the first time that a sports brand made use of music for marketing their product.

Fast forward to the 2nd decade of the 21st adidas tubular radial century and the Adidas Superstar is still the preferred fashion choice for people across all age groups. It has now become more like casual footwear than a sports shoe and appeal highly to all the retro aficionados. The Superstar has been customized time and again over the years but the basic silhouette still remains the same and has earned itself a place in the list of classic Adidas shoes. Adidas celebrated the 35th anniversary of the Superstar in 2005 by collaborating with eminent faces in the world of fashion, music and arts and created the 35th Anniversary collection.