China's sportswear industry is saturated, with both local and global players grappling for a larger slice of what is a $22 billion-and-growing pie. The key to winning, Adidas' Greater China boss says, is knowing what Chinese customers want from their sportswear.
Colin Currie, managing director of Adidas Group Greater China, says it's critical for the sportswear brand to understand the Chinese consumer "whether they're in the north or the south or in different provinces."
"[We ask] what do they actually need from a sports brand, what inspires them to do sports and to participate in sports?" Currie tells CNBC's Managing Asia. "I think we've cracked that."
Currie says that the company has learned through discussions with consumers that because people in lower-tier cities have less disposable income than their peers in high-tier cities, "when they buy sportswear, they want to buy sportswear for multiple occasions."