In a noteworthy development for the sporting goods industry, Jeffery Ma has been appointed as the President of Greater China for Amer Sports, set to officially join the firm’s Global Leadership Team on July 1, 2025. This strategic move highlights Amer Sports’ continued commitment to strengthening its presence in the lucrative Greater China market, succeeding current President John Yao, who will transition to a new leadership role outside of the company.
Jeffery Ma steps into this pivotal position after serving as the CEO of Zhongqiao Sports, a prominent sporting goods company in China. With a diverse career that includes significant roles at Topsports—China’s largest sporting goods retailer—and Adidas, Jeffery brings a wealth of expertise to the table. His comprehensive understanding of fast-paced business environments and deep knowledge of consumer behavior and omni-channel development will be invaluable to Amer Sports as it seeks to enhance its brand visibility and market penetration in the region.
The appointment is significant not only for Jeffery’s leadership capabilities but also for the vision he brings to Amer Sports. As the company prepares for an exciting new chapter under his guidance, Amer Sports CEO James Zheng expressed enthusiasm for Jeffery’s arrival. “I am very pleased to have Jeffery Ma starting to lead Amer Sports in Greater China,” Zheng stated. “He brings a wealth of business and organization leadership experience from fast-growth businesses in our industry, with deep consumer and omni-channel development expertise in China.”
This change in leadership comes at a time when the sporting goods market in China is evolving rapidly, fueled by increasing consumer interest in health, fitness, and outdoor activities. With the country poised for further growth in this sector, Jeffery’s appointment places Amer Sports in a strong position to capitalize on the shifting landscape.
As John Yao prepares to depart from the company after five years, it’s clear that his contributions have set a robust foundation for Amer Sports in Greater China. Under his leadership, the company transformed from a modest presence into one of the leading players in the market. Zheng acknowledged Yao’s pivotal role, stating, “John has been instrumental in building the Amer Sports business and organization in Greater China from a small foundation into one of the leading sporting goods companies in the market, which is a great achievement.” The collaborative progress made over the past five years sets a promising precedent for Jeffery Ma’s leadership.
In his new role as President of Greater China, Jeffery Ma will be responsible for driving growth across Amer Sports’ diverse portfolio of brands, which includes renowned names like Salomon, Wilson, and Atomic. His ability to navigate the complexities of the Chinese market will be crucial as he seeks to align the company’s strategic vision with the evolving needs and preferences of Chinese consumers.
Jeffery’s extensive background, particularly in omni-channel strategies, will allow Amer Sports to optimize its approach to retail, combining traditional brick-and-mortar businesses with burgeoning e-commerce platforms. This blended strategy is essential in a market where digital shopping is on the rise, and consumers demand a seamless shopping experience. By understanding local market dynamics and leveraging the latest technological advancements, Jeffery aims to create a compelling omnichannel presence for Amer Sports.
As the sporting goods industry continues to adapt to changing climates, both socially and economically, the appointment of leaders like Jeffery Ma signifies a commitment to innovation and responsiveness. The emphasis on consumer-centric strategies is more critical than ever, and Jeffery’s experience positions him well to lead the charge for Amer Sports.
The future of Amer Sports in Greater China looks promising under Jeffery Ma’s leadership. As the company transitions, stakeholders and consumers alike will be watching closely to see how his strategies unfold and how they resonate within the marketplace. This leadership change marks not just a new chapter for the company, but an opportunity to propel Amer Sports into new heights of success and influence in the sporting goods industry.
With a keen focus on delivering high-quality products and engaging with consumers in meaningful ways, Jeffery is poised to take Amer Sports to new levels of achievement. As he looks ahead, the combination of his executive experience and innovative thinking will inform his approach and fortify the company’s commitment to excellence in service, product quality, and brand loyalty.
In conclusion, Jeffery Ma’s appointment as President of Greater China for Amer Sports represents a pivotal moment in the company’s journey to becoming a dominant force in the sporting goods industry. By blending his rich experience with the legacy built by John Yao, he is set to not just maintain, but accelerate the momentum established in Greater China. As the market continues to evolve, the focus will clearly be on aligning with consumer demands while navigating the complexities of a thriving landscape—a challenge that Jeffery appears more than ready to embrace.
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