Sportswear giant Adidas has opened a flagship online store on the Taobao Mall, the leading internet consumer shopping platform in China.

The store will be the company’s only official online retail channel in the country, and will be managed directly by its Chinese subsidiary.

It will carry the full range of Adidas brands and product lines, with more than 200 available initially, and plans to extend that number to 800 in the near future.

“This special initiative addresses our Chinese consumers’ changing lifestyle needs and we will now be able to provide them with an official online shopping channel to purchase authentic and even exclusive products at their own convenience,” said Christophe Bezu, managing director of Adidas Group in China.

According to Taobao figures, more than RMB800m (US$118m) was spent on sports-related products in 2009 in the mall, increasing to more than RMB700m in the January to July period this year.