Adidas and Nike were among the 237 brands that generated sales of more than 100 million yuan renmimbi (€12.6m-$14.4m) at Alibaba's Single's Day consumption festival on Nov. 11. New Balance was also a winner with 60,000 pairs of shoes ordered during a pre-sales program. Overall, consumers placed orders for a total of more than $30.8 billion during the 24-hour shopping event, 27 percent more than a year ago. Of all the customers, 46 percent were born after 1990 and 80 percent were born after 1980.