On November 3, according to the official WeChat account for “China Athletics”, Jeffrey Yang, former Chief Marketing Officer (CMO) for Xiaomi China, officially joined China Athletics Co., Ltd. as its Chief Strategy Officer. He will be fully responsible for the company’s brand strategy-related business.
However, in November 2020, only five months later, Xiaomi issued an internal letter saying that Jeffrey Yang no longer served as CMO of Xiaomi China due to physical problems, and had been reassigned as a marketing consultant.
At the inauguration ceremony, he said: “I used to think that life lies in stillness, but I now firmly believe that life lies in movement because of personal health problems. Many people are curious about why I came from the field of technology to the sports circle. It is because I believe that sports is the future of the country, and I also want to contribute my part to promote the advancement of sports technology field.”
China Athletics is the business development and management platform of Chinese Athletics Association (CAA). After the official release of the “14th Five-Year Plan for Sports Development”, China Athletics is trying to reform and develop China’s sports industry by bringing in professionals and market resources from a wide range of specialties. The company is playing its part to complete the main goals of sports development in the 14th Five-Year Plan period while helping to achieve the long-term vision of building a leading sports nation by 2035.
Last year, China Athletics and Keep reached an agreement to jointly hold an online competition. In 2021, the digital platform Digibeat App developed by China Athletics was upgraded. In this upgrade, the marathon database of CAA was opened to provide the official grade certification system for marathon runners.