James Zheng

James Zheng’s stewardship as CEO of Amer Sports stands as a case study in strategic transformation, globalization, and premiumization in the sporting goods industry. Since stepping into the chief executive role in 2020, Zheng has guided Amer Sports—home to iconic brands like Arc’teryx, Salomon, Wilson, and Atomic—through an IPO, record sales growth, a bold digital pivot, and new leadership in high-performance sports apparel and equipment.

Career and Background

A graduate of Fudan University, Zheng’s rise through the global sporting goods world began at Adidas, where he led Reebok China and then served as Executive VP of Sales for Adidas Greater China. In 2010, he joined ANTA Sports, eventually becoming ANTA Group President and overseeing brand and business growth in Asia. Appointed CEO of Amer Sports in 2020, Zheng’s international perspective and operational experience, especially in China, would prove pivotal as Amer Sports entered its next phase.

Financial and Strategic Achievements

Since Zheng’s arrival, Amer Sports has consistently posted double-digit top-line growth, culminating in a record 18% revenue jump in 2024—outpacing the broader industry and many leading competitors. Standout highlights include:

• Arc’teryx surpassed $2 billion in annual revenue in 2024, up 36% year-over-year.
• Salomon’s footwear exceeded $1 billion, driving Salomon’s store count to more than 100 in Greater China.
• Wilson’s ball & racquet saw over 22% growth in Q4 2024.
• Direct-to-consumer (DTC) sales soared to 44% of total revenues, up from 36% the previous year.

In Q2 2025 alone, Amer Sports revenue rose 23% to $1.24 billion, driven by premium brand momentum and strong market share gains—especially in Greater China and North America  Gross margin hit a new high at 58.5%, and Amer Sports swung from a net loss to net earnings per share of $0.03 in Q2 2025, demonstrating improved profitability even against headwinds like tariffs and macroeconomic slowdown.

Transformation Strategy

Zheng’s “decentralized, brand-direct” approach grants major labels like Arc’teryx and Salomon both the autonomy to innovate and the resources to scale rapidly. His transformative DTC push has reshaped how Amer interacts with consumers; more than 350 owned stores now deliver immersive experiences, with digital and social commerce integration.

“We believe we are unique in our ability to shift our business model from wholesale to DTC while driving higher operating profitability,” Zheng told shareholders in the company’s 2024 report.

Global and Product Expansion

Zheng prioritized Greater China as a critical growth engine: in 2024, sales in the region surged over 50%. He credits Arc’teryx, Salomon, and Wilson with “resonating profoundly with Chinese consumers’ demand for authentic, technical, and premium performance gear”. He also secured Amer Sports’ premium partner status for the 2026 Milan-Cortina Olympic Games.

Innovation remains a bedrock: the launch of Salomon’s first road running shoe, Phantasm 2, and a suite of sustainable initiatives across Atomic and the Winter Sports Equipment division showcase Amer Sports’ future-facing R&D..

Leadership and Vision

Zheng’s leadership is collaborative and purpose-driven. “We’ve made strategic choices to empower our brands, enabling them to grow direct-to-consumer channels, accelerate soft goods, and scale go-to-market capabilities in China and Asia–Pacific,” Zheng stated in his 2024 CEO letter. “These efforts are delivering strong results, with our annual revenue growth surpassing 20% in recent years.”

He emphasized not just shaping the future of sports but setting the standard for excellence, celebrating Amer’s 75th anniversary by spotlighting a global workforce of 13,000+.

Milestones and Achievements

With James Zheng at the helm, Amer Sports is setting a new benchmark for global growth, innovation, and category leadership in sports and outdoor performance.