Sole victory

New Balance’s Daniel McKinnon explains how it tackles Chinesecopycat brands and how his team are using tech like blockchain to improve enforcement

Ben Wodecki

When it comes to defending your brand from counterfeiters, ithelps to keep ahead of the curve. Some brands struggle when it comes toidentifying how consumers in a particular jurisdiction refer to their products– and China is the market which provides the biggest headache in terms ofbrands.