Amazfit Partners with Elite Trail Runners Ruth Croft and Rosa Lara Feliu to Drive Innovation in Sports Watches.

Amazfit partners with elite trail runners Ruth Croft and Rosa Lara Feliu to drive innovation in sports watches. Croft, one of the most accomplished trail and ultra runners in the world, will contribute to product development and refinement, while Feliu, a rising star in European mountain running, will help represent the brand globally. The collaboration aims to deliver advanced, athlete-focused sports watches that meet the demands of high-performance athletes.

Amazfit, a leading global smart wearables brand owned by Zepp Health (NYSE: ZEPP), has announced a significant partnership with Ruth Croft and Rosa Lara Feliu to drive innovation in its sports watches. This strategic move aims to deliver advanced, athlete-focused products that meet the demands of high-performance athletes.

Ruth Croft, a renowned trail and ultra runner from New Zealand, will contribute to the creation and refinement of new products. With over a decade of experience at the pinnacle of the sport, Croft has won numerous prestigious races, including the Golden Trail World Series and Mont Blanc Marathon. She will work closely with Amazfit's R&D teams to incorporate her deep understanding of performance demands and meticulous approach to training and racing.

Rosa Lara Feliu, a rising star in European mountain running, will represent Amazfit globally. Known for her calm, tactical race style and strong connection to the grassroots trail community, Feliu has achieved top finishes at Marathon du Mont-Blanc and Zegama-Aizkorri. Her addition to the Amazfit team underscores the brand's commitment to nurturing the next generation of elite female athletes.

Both athletes will integrate Amazfit's T-Rex 3, the brand's most rugged GPS adventure watch, into their training and race preparation, along with the lightweight, high-resilience Helio Strap. The T-Rex 3 delivers advanced tracking for vertical gain, heart rate, recovery, and real-time pacing, critical for navigating technical courses and managing fatigue over long distances.

The partnership goes beyond a traditional sponsorship. Croft's extensive experience working with another leading sports watch brand brings a unique blend of athlete insight, market expertise, and product development experience to Amazfit. She will contribute to the creation of new products and the refinement of existing ones, helping Amazfit establish itself as a reference point for innovation and quality in the category.

Scott Shepley, Head of Global Marketing at Amazfit, stated, "Ruth is more than an elite athlete; she's a partner in shaping the future of our products. Her combination of world-class performance and deep product knowledge aligns perfectly with our vision to build wearables that perform at the highest level while staying true to the needs of the athletes who wear them."

With Croft's unmatched global credibility and Feliu's fast-rising influence in Europe, Amazfit continues to strengthen its role as a trusted partner to the global endurance community. The brand's growing investment in performance sport includes partnerships with HYROX, Escape from Alcatraz Triathlon, and Bentonville Bike Fest — all part of a long-term strategy to create products and programs built for athletes, by athletes.

Amazfit's strategic rebranding and partnerships have driven significant growth. In Q2 2025, Amazfit achieved 46.2% revenue growth, with 60% EMEA sales surge during Prime Day. The brand's data-driven ecosystem, powered by the Zepp app with 15.7 million active users, enhances hardware value through AI coaching and cross-platform integration.

For investors, Amazfit's tiered strategy offers a high-growth play in the wearables market, projected to exceed $60 billion by 2027. With $95.3 million in liquidity and a focus on AI and biometrics, Amazfit is well-positioned to capture a significant share of this market.

References:
[1] https://financialpost.com/pmn/business-wire-news-releases-pmn/amazfit-partners-with-female-elite-trail-runners-ruth-croft-and-rosa-lara-feliu-to-drive-innovation-in-sports-watches
[2] https://www.ainvest.com/news/zepp-health-strategic-rebound-future-growth-potential-amazfit-ecosystem-reshaping-wearables-market-2508/