Xu Yang has stepped down as CEO of the Anta brand, the core sports label within Anta Group, as the company undertakes a retail strategy reset. The change was reported by Inside Retail Asia, which noted that Xu will remain with Anta Group in a different role. The leadership shift comes as Anta navigates evolving consumer demand and competitive pressures in China's sportswear market.
The Anta brand, which competes with global names like Nike and Adidas, has been focusing on direct-to-consumer channels and digital engagement to boost profitability. The strategy reset is expected to involve further optimization of its retail network, including store upgrades and inventory management improvements. Xu's successor has not been named at the time of the report.
Anta Group has not issued a separate statement on the change beyond confirming Xu's new role within the organization. The company's broader portfolio includes Fila and other licensed brands, which have driven growth in recent years. The leadership transition at its flagship brand signals a deliberate recalibration as Anta seeks to defend its market share in an increasingly crowded retail landscape.