As China’s middle class grows, sportswear companies hope to cash in on Chinese consumers’ drive to get fit. To see what market trends global sportswear companies are seeing in the China market, Thoughtful China interviews Jens Meyer, marketing VP in sport performance for Adidas Greater China. According to Meyer, “The Chinese consumer is much more demanding versus what he has been about five to 10 years ago. It’s a very confident consumer; it’s a very demanding consumer. It’s a consumer that does not accept anymore that he gets a “one-size-fits-all” offer.” Watch the video above for the full interview.