Xu Yang has stepped down as chief executive of Anta brand, the flagship label of Chinese sportswear group Anta Sports, according to a report from Inside Retail Asia. Xu Yang will remain with the Anta Group in a different role, though specifics have not been disclosed.
The leadership change comes as Anta brand undertakes a retail strategy reset aimed at streamlining operations and adapting to shifting consumer demand in China’s competitive sportswear market. The company has been focusing on direct-to-consumer channels and store experience upgrades.
Anta Group, which also owns brands like Fila and Arc’teryx, has not announced a permanent successor for Xu Yang. Analysts expect the transition to support Anta brand’s repositioning amid slowing growth and increased competition from domestic rivals Li-Ning and international players Nike and Adidas.