Gyms are weighing in on China 's fitness craze as women , especially , lead the way in looking for a more toned look . " Crazy gym devils " , as they are marketed in China , are generating a surge in sales for companies such as Nike and Nike , with the firms increasingly focusing their marketing efforts on young Chinese women , in particular , who are now abandoning the traditionally softer silhouettes in favor of a more athleticerobic look .
Gyms are cashing in on China's fitness craze as women, especially, lead the way in aiming for a more toned look. "Crazy gym devils", as they are called in China, are generating a surge in sales for companies such as Nike and aAdidas, with the firms increasingly focusing their marketing efforts on young Chinese women, in China, who are now rejecting the traditionally softer silhouettes in favour of a more athleticerobic look.