Adidas has agreed a three-year partnership deal with the Chinese education ministry to support the growth of football at grassroots level across the country. The program will involve 20,000 primary and middle schools and train 50,000 teachers. Adidas will also fund summer football camps for more than 400 students. The popularity of football in China is on the rise, especially as a spectator sport, but football is still far less popular there than basketball, which Nike dominates. China has only qualified for the FIFA World Cup finals once, in 2002.

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