(Yicai) Nov. 27 -- Adidas believes that China's keep-fit sector has huge room for growth and the German sportswear giant is expanding its footprint in the sector through a tie-up with New Zealand group workout company Les Mills, the managing director of Adidas China told Yicai recently.

Young people in China like to work out together, Adrian Siu said. China's fitness industry is an important sector for the Herzogenaurach-based company as people in the country become more fitness conscious.

Adidas and Les Mills are rolling out a series of fitness classes that will be taught online and in brick-and-mortar venues, said Siu. Adidas will design the exercise gear specifically needed for these lessons. The two parties, who teamed up in February. recently held an event in Suzhou showcasing their workout programs.

China’s fitness industry was worth CNY214.5 billion (USD30 billion) last year despite the impact of Covid-19. And it swelled 38.5 percent in 2021 from 2015 to CNY211.6 billion (USD21.6 billion).

Adidas has put a lot of energy, time and resources into sports events this year, said Siu, who returned to take the helm of Adidas China in March 2022 after a six-year hiatus. Many of the athletes it sponsored did well at the Asian Games 2023 in Hangzhou in September. For instance, Xie Zhenye won the gold medal for the men's 100 meters and Liu Qingqi won gold for street dance.

Adidas is also linking arms with Chinese underwear and shapewear firm Regina Miracle Intimate Apparel to develop sports garments that will meet the unique needs of Chinese women, Siu said.

Chinese manufacturers are world-class in terms of production speed and fabric innovations, Siu said. Chinese consumers are becoming increasingly demanding and if they endorse a product, then we know that they will do well in overseas markets.

Adidas China returned to growth in the second quarter, after tumbling for eight quarters in a row. And in the first three quarters, revenue climbed 2.5 percent year on year to EUR2.6 billion (USD2.8 billion). If the losses from its tie-up with US rapper Yeezy are deducted, revenue jumped 10 percent year on year in the third quarter.

Editors: Liao Shumin, Kim Taylor