Amazfit Partners With Female Elite Trail Runners Ruth Croft and Rosa Lara Feliu to Drive Innovation in Sports Watches
Amazfit, a leading global smart wearables brand owned by Zepp Health (NYSE: ZEPP), today announced a landmark partnership with Ruth Croft, one of the most accomplished trail and ultra runners in the world. The brand also welcomes Rosa Lara Feliu, a fast-rising Spanish mountain runner, to its growing global performance team.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250813966185/en/

Amazfit Partners with female Elite Trail Runners Ruth Croft and Rosa Lara Feliu to Drive Innovation in Sports Watches
Croft, born and raised in New Zealand, has spent more than a decade at the pinnacle of the sport. Her career includes prestigious wins at the Golden Trail World Series, Mont Blanc Marathon, OCC by UTMB, and Les Templiers, as well as top finishes at the sport’s most competitive ultras. Since stepping up to the ultra distance in 2020, she has claimed victories at Western States Endurance Run 100 miles, Tarawera 100K, and CCC by UTMB, and finished 2nd in her UTMB Mont-Blanc debut in 2024.
Beyond a Sponsorship: Athlete-Driven Innovation
This collaboration goes beyond a traditional sponsorship. With over five years of experience working closely with another leading sports watch brand, Croft brings a unique blend of athlete insight, market expertise, and product development experience to Amazfit.
Croft will contribute in the creation of new products and the refinement of existing ones. Drawing on her deep understanding of performance demands and her meticulous approach to training and racing, she will work closely with Amazfit’s R&D teams to help deliver the most advanced, athlete-focused sports watches on the market.
“I’m equally excited about representing Amazfit on the global stage and getting hands-on with the product development process,” said Ruth Croft. “I’ve spent years understanding what athletes truly need from their sports watches, and I look forward to bringing that knowledge to help Amazfit establish itself as the reference point for innovation and quality in the category.”
“Ruth is more than an elite athlete, she’s a partner in shaping the future of our products,” said Scott Shepley, Head of Global Marketing at Amazfit. “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.”
Rosa Lara Feliu: A Rising European Force
Joining Croft is Rosa Lara Feliu, a rising star in European mountain running known for her calm, tactical race style and strong connection to the grassroots trail community in Spain. Her breakout performances include top finishes at Marathon du Mont-Blanc and Zegama-Aizkorri, and a victory at Val d’Aran by UTMB. Rosa represents the next generation of elite female athletes blending competitive ambition with authenticity, making her an ideal fit for Amazfit’s growing presence in Southern Europe.
Performance Backed by Technology
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. Built for endurance in extreme environments, 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.
Building a Global Trail Community
With Croft’s unmatched global credibility and Rosa’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.
About Amazfit
Amazfit, a leading global smart wearable brand focused on health and fitness, is part of Zepp Health (NYSE: ZEPP), a health technology company with its principal office based in Gorinchem, the Netherlands. Zepp Health operates as a distributed organization, with team members and offices across the Americas, Europe, Asia, and other global markets.
Offering a wide selection of smartwatches and bands, Amazfit's brand tagline, “Discover Amazing,” encourages individuals to break barriers, exceed expectations, and find joy in every moment. Amazfit is powered by Zepp Health’s proprietary health management platform, which delivers cloud-based, 24/7 actionable insights and guidance to help users achieve their wellness goals.
Known for outstanding craftsmanship, Amazfit smartwatches have won numerous design awards, including the iF Design Award and the Red Dot Design Award. Launched in 2015, Amazfit is embraced by millions of users, with products available in over 90 countries across the Americas, EMEA, and APAC regions. For more information, visit www.amazfit.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250813966185/en/

Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Lenovo Group: First Quarter Financial Results 2025/2614.8.2025 01:52:00 CEST | Press release
Strong global performance driven by clear hybrid-AI strategy, investment in innovation, and operational excellence Lenovo GroupLimited (HKSE: 992) (ADR: LNVGY), together with its subsidiaries (‘the Group’), today announced strong first quarter results for the fiscal year 2025/26, reporting significant growth in overall group revenue and profit. Revenue grew 22% year-on-year to US$18.8 billion, with net income up 108% year-on-year to US$505 million. On a non-Hong Kong Financial Reporting Standards (non-HKFRS[1]) basis, net income grew by 22% year-on-year to US$389 million, adjusted for non-cash fair value gain on warrants[2]. All main business groups saw solid double-digit year-on-year revenue growth, with the PC business reporting particularly strong numbers following the highest year-on-year revenue growth rate in 15 consecutive quarters and an all-time high market share of 24.6%. The Group’s diversified growth engines continue to grow, with non-PC revenue mix up nearly half a point y
IFF to Webcast Fireside Chat at Barclays Global Consumer Staples Conference on Sept. 413.8.2025 22:15:00 CEST | Press release
IFF (NYSE: IFF) today announced that Chief Financial Officer Michael DeVeau will participate in a fireside chat at the Barclays Global Consumer Staples Conference on Thursday, Sept. 4, 2025 at 9 a.m. ET. Investors may access the live webcast on the Company's website at ir.iff.com. For those unable to listen to the live webcast, a recorded version will be made available for replay. Welcome to IFF At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience.Learn more at iff.com, LinkedIn, Instagram and Facebook. View source version on businesswire.com: https://www.businesswire.com/news/home/20250813839035/en/
Xsolla Elevates Game Monetization and Distribution With Unified Web Shop and Offerwall13.8.2025 21:00:00 CEST | Press release
Powering the Game Growth Flywheel by Monetizing Non-Paying Users, Driving Zero-Cost User Acquisition, and Extending Player EngagementA Follow-Up to the March Launch of Xsolla Offerwall, Now Fully Integrated into the Xsolla Web Shop Xsolla, a global commerce company helping developers launch, grow and monetize their games, announces today the expansion of its Offerwall solution with full integration into Xsolla Web Shop, providing game developers with a fully unified and robust monetization stack. This marks the next phase of the Xsolla Offerwall's evolution, which officially launched in March. Additionally, the company announced the launch of the Xsolla Incentive Program, providing game developers with free user acquisition credits to help accelerate game growth by leveraging Xsolla’s commerce infrastructure. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250813734646/en/ (Graphic: Xsolla) As game developers continue to face
G42 Launches OpenAI GPT-OSS Globally on Core42's AI Cloud13.8.2025 18:26:00 CEST | Press release
Unmatched Performance. Silicon Freedom. Seamless access via Compass APIPowered by Compass API – run OpenAI’s open-weight models on your choice of leading GPUs and accelerators via an instant API. Optimized performance – Unmatched AI performance, with exceptional speed of up to 3,000 tokens per second per user, scalable for diverse AI workloads. For public sector, commercial, and developer workloads – delivers agentic, high-performance systems with scalable, sovereign controlled deployments. Core42, a G42 company specializing in sovereign cloud and AI infrastructure, announced the availability of OpenAI’s latest open-weight AI models, including gpt-oss-20B and gpt-oss-120B, on the Core42 AI Cloud platform, instantly accessible through the Core42 Compass API. The deployment enables enterprises, researchers, and developers to run the models on a choice of leading silicon platforms with sovereign, scalable, and high-performance capabilities. Integrated into Compass API with the flexibility
LambdaTest Unveils the Fourth Edition of the Testµ ('TestMu') Conference in 202513.8.2025 18:00:00 CEST | Press release
The largest virtual event for quality and engineering professionals returns with a focus on innovation, AI, and future-ready testing strategies LambdaTest, a leading GenAI-native quality engineering platform, is excited to unveil the 4th edition of its flagship Testµ (‘TestMu’) Conference, taking place virtually from August 19–21, 2025. This year’s event is set to host over 50,000 quality, engineering, and DevOps professionals from more than 120 countries, making it one of the largest online global gatherings dedicated to the future of quality engineering. Testµ (‘TestMu’) Conference 2025 is designed to explore cutting-edge trends, emerging tools, and breakthrough innovations shaping the world of technology. With an esteemed lineup of 100+ global speakers, the conference will feature some of the most influential voices in tech, including Angie Jones, Global Vice President of Developer Relations of Block; Bratin Saha, Chief Product and Technology Officer of DigitalOcean; Dana Lawson, Ch
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom