Xu Yang Steps Down as Anta Brand CEO, Signaling a Reset

Xu Yang, who led Anta Brand since 2023 after a four-year stint heading Arc'teryx's Greater China business, has resigned. The company cited family reasons and said Xu will be appointed to a different position within the group.

Taking over is Lai Shixian, Anta Group's executive director and co-CEO, a move that brings leadership continuity as the brand faces headwinds. Xu's mandate was to elevate Anta's value without sacrificing the scale and accessible pricing that made it China's largest mass-market sportswear brand.

In his first year, Anta's revenue surpassed RMB 30 billion (US$4.4 billion) and grew 10.6% in 2024. Xu sharpened focus on running and basketball, with overseas sales of Kyrie Irving's signature line and new retail concepts for younger, premium consumers driving gains.

However, momentum slowed in 2025. Revenue rose only 3.7% to RMB 34.75 billion (US$5.1 billion), while gross margin and operating profit margin declined. The company also missed the 10%–15% compound annual growth target Xu set at Anta's 2023 investor day.

Lai's appointment is seen as a stabilizing force as Anta navigates these challenges. Xu's resignation marks a strategic reset for the brand, with Lai expected to steer the company through a period of recalibrated growth expectations.