{"id":16300,"date":"2025-08-26T08:24:36","date_gmt":"2025-08-26T14:24:36","guid":{"rendered":"https:\/\/footwearmagazine.com\/?p=16300"},"modified":"2025-08-26T08:24:36","modified_gmt":"2025-08-26T14:24:36","slug":"amazfit-ruth-croft-rosa-lara-wearables","status":"publish","type":"post","link":"https:\/\/footwearmagazine.com\/?p=16300","title":{"rendered":"Amazfit Signs Ruth Croft and Rosa Lara Feliu to Boost Performance Watch Development"},"content":{"rendered":"

Amazfit<\/a>, the international leader in smart wearables and the flagship brand of Zepp Health<\/a>, has signed trail running legend Ruth Croft<\/a> and rising Spanish mountain runner Rosa Lara Feliu<\/a> to its global performance team. These new partnerships mark a pivotal chapter for Amazfit<\/a>\u2014connecting elite experience and authentic athlete feedback with high-tech product design to set a new standard for sport-focused smartwatches.<\/p>\n

Ruth Croft: Athlete, Product Developer, and Global Benchmark<\/strong><\/h3>\n

Hailing from New Zealand, Ruth Croft<\/a> stands at the summit of trail and ultra running. Her r\u00e9sum\u00e9 spans wins at the Golden Trail World Series<\/a>, Mont Blanc Marathon<\/a>, OCC by UTMB<\/a>, Les Templiers, and top finishes in the most competitive ultras worldwide. Since 2020, she\u2019s conquered the Western States 100-mile<\/a>, Tarawera 100K<\/a>, CCC by UTMB<\/a>, and took second at UTMB Mont-Blanc<\/a> in 2024\u2014cementing her legacy as a leader in global endurance sport.<\/p>\n

This collaboration breaks the mold of typical sponsorship\u2014Croft<\/a> brings over five years of direct product development with a leading watch brand. At Amazfit<\/a>, she will work closely with R&D teams to co-create new watches and refine existing models, bridging athlete insight and market innovation.<\/p>\n

Ruth Croft<\/strong> said<\/a>, \u201cI\u2019m equally excited about representing Amazfit<\/a> on the global stage and getting hands-on with the product development process. I\u2019ve 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.\u201d<\/p>\n

Scott Shepley, Head of Global Marketing at Amazfit<\/strong>, added<\/a>, \u201cRuth<\/a> is more than an elite athlete; she\u2019s 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.\u201d<\/p>\n

Rosa Lara Feliu: Europe\u2019s Fastest-Rising Trail Talent<\/strong><\/h3>\n

Amazfit\u2019s team also expands with Rosa Lara Feliu<\/a>, a standout from Spain who has podiumed at the Marathon du Mont-Blanc<\/a>, Zegama-Aizkorri<\/a>, and won the Val d\u2019Aran by UTMB<\/a>. Her race strategy, calm presence, and genuine connection with grassroots athletes make her a key figure in expanding Amazfit\u2019s presence in Southern Europe and the next generation of women\u2019s elite competition.<\/p>\n

Performance Technology for World-Class Demands<\/strong><\/h3>\n

Both athletes will incorporate the Amazfit T-Rex 3<\/a>, the brand\u2019s toughest GPS adventure watch, and the high-resilience Helio Strap into their training and competition routines. Designed for endurance and tough environments, the T-Rex 3<\/a> delivers advanced vertical tracking, heart rate and recovery monitoring, and real-time pacing, essential tools for technical and long-distance races.<\/p>\n

Building a Community for Endurance Excellence<\/strong><\/h3>\n

With partnerships like HYROX<\/a>, Escape from Alcatraz Triathlon<\/a>, and Bentonville Bike Fest<\/a>, Amazfit is positioning itself as the world\u2019s most athlete-focused wearables brand. By inviting global stars like Croft and rising talents like Feliu to directly shape new products, Amazfit ensures authenticity, performance, and innovation for the endurance community worldwide.<\/p>\n

For updates and more on Amazfit<\/a>\u2019s athlete partnerships and trail technology, visit the brand\u2019s official channels.<\/p>\n","protected":false},"excerpt":{"rendered":"Amazfit, the international leader in smart wearables and the flagship brand of Zepp Health, has signed trail 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