Amazfit, the smart wearables brand owned by Zepp Health, has announced a high-profile partnership with New Zealand’s Ruth Croft, one of the most accomplished trail and ultra runners in the sport, and Spanish mountain running talent Rosa Lara Feliu.
The move signals Amazfit’s growing ambition to strengthen its position in performance sports technology, with both athletes set to contribute on and off the racecourse.
Ruth Croft: Champion and Collaborator
Croft’s career spans over a decade at the elite level, with victories at the Golden Trail World Series, Mont Blanc Marathon, OCC by UTMB and Les Templiers. Since moving to ultra distances in 2020, she has won the Western States Endurance Run, Tarawera 100K, and CCC by UTMB, as well as securing second place at the 2024 UTMB Mont-Blanc.
In addition to her competitive record, Croft brings over five years of experience working with another major sports watch brand. This expertise will see her collaborate closely with Amazfit’s research and development teams to refine current products and help design new ones.
“I’m equally excited about representing Amazfit on the global stage and getting hands-on with the product development process,” Croft said. “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.”
Scott Shepley, Amazfit’s Head of Global Marketing, said: “Ruth is more than an elite athlete — she’s a partner in shaping the future of our products. Her combination of world-class performance and deep product knowledge aligns perfectly with our vision.”
Rosa Lara Feliu: Rising European Star
Joining Croft is Rosa Lara Feliu, a young mountain runner from Spain whose tactical racing style and strong ties to the grassroots trail community have earned her growing recognition. Her achievements include top finishes at Marathon du Mont-Blanc and Zegama-Aizkorri, and a win at Val d’Aran by UTMB.
Amazfit describes her as part of the “next generation” of elite athletes combining competitive drive with authenticity, making her an important figure for the brand’s expansion in Southern Europe.
Technology Meets Endurance
Both athletes will use Amazfit’s T-Rex 3 GPS adventure watch and the lightweight Helio Strap during training and races. The T-Rex 3, designed for extreme environments, offers advanced tracking for vertical gain, heart rate, recovery and real-time pacing — essential tools for navigating technical terrain and managing long-distance fatigue.
The partnership forms part of Amazfit’s broader investment in performance sports, which also includes sponsorship of events such as HYROX, Escape from Alcatraz Triathlon and Bentonville Bike Fest.
By combining Croft’s global reputation with Lara’s emerging influence in Europe, Amazfit aims to cement its role as a trusted technology partner in the global endurance community.
