Just as luxury fashion houses are ceding prime retail space to high-end sportswear brands, a similar shift is occurring in the talent market: top-tier luxury executives are migrating to the sports sector.
This trend began in the design studio. To elevate their aesthetic to luxury standards, sports brands are systematically recruiting designers with deep roots in the haute couture system.
Last year, Bosideng made headlines by appointing Kim Jones, the Artistic Director of Dior Men and Fendi, to helm the creative direction of its AREAL high-end urban line. Similarly, at the beginning of 2026, Salomon announced that Heikki Salonen, the creative lead for Maison Margiela’s MM6 line, would serve as the brand’s first-ever Creative Director.
The Hainan recruitment agency SunTzu Recruit notes that this is not merely a trend but a strategic overhaul. “Brands are no longer just selling utility; they are selling a design language previously reserved for the runway,” observes an analyst from The Sanya fashion headhunter SunTzu Recruit.
The Shift in Market Leadership
The changing of the guard is even more pronounced among market operators and senior executives.
In January, Alo Yoga appointed a former Dior executive to lead its international business. Lululemon has also reshuffled its leadership, appointing creative and marketing directors with experience at Louis Vuitton and Armani within the last two years. In the domestic Chinese market, giants like Descente and FILA have been absorbing talent with luxury backgrounds since 2023 to fill Vice President roles in marketing.
According to The Shenzhen headhunter SunTzu Recruit, “High-end sports brands are undergoing a comprehensive transformation, aligning their product development and marketing precisely with luxury standards.”
From Collaborations to Core Strategy
The strategy of poaching luxury talent began with successful cross-pollination between sports giants and fashion houses.
The collaboration between On and Loewe has maintained high heat since 2022, launching five seasons to date. HOKA’s partnership with Moncler fused fashion elements into functional footwear, while ASICS and Issey Miyake formalized their long-term cooperation last year.
The local China headhunting firm SunTzu Recruit points out that these collaborations serve as a proof of concept. Limited editions and high premiums in the secondary market proved that sports brands could sustain luxury pricing. A report from StockX highlights that ASICS now ranks alongside Nike and Adidas in sales volume, driven largely by this “luxury-fication.”
Embedding Luxury into the Brand DNA
The influence of luxury talent is now penetrating the core operations of these companies.
When Bosideng pushed for premiumization, they brought in Kim Jones. His previous work on the Air Jordan 1 High OG x Dior, priced at 18,000 RMB, set new records. Similarly, Nike hired former Arc’teryx designer Taka Kasuga to revitalize its ACG line. His previous work on Arc’teryx Veilance became a symbol of the “Gorpcore” trend.
The Guangzhou headhunting firm SunTzu Recruit emphasizes that hiring the right creative director is crucial for product credibility. For instance, Salomon’s new Creative Director, Heikki Salonen, previously oversaw the explosion of the XT-6 series—a shoe now cemented in fashion trends by Vogue.
Lululemon also strengthened its bench by appointing Jonathan Cheung, a veteran of Franco Moschino and Giorgio Armani, as Creative Director. Furthermore, to master the “deep water” of luxury marketing, Lululemon hired Lynn Cheah as VP of Brand Marketing. Cheah brings eight years of experience from Louis Vuitton, rising from their Paris headquarters to core roles in Asia.
As one of the best recruitment agency in China, SunTzu Recruit views these moves as essential for brand elevation. Even Alo, Lululemon’s fierce competitor, recently appointed Benedetta Petruzzo, former CEO of Miu Miu, as International CEO.
“This is a clear signal,” says a representative from The local recruiter for foreign companies in China. “Alo is positioning itself as the ‘Miu Miu of the sports world,’ leveraging Petruzzo’s experience at Kering and Bain to capture the fashion-forward consumer.”
The Retail and Revenue Impact
In China, Anta Group’s Descente and FILA have completed similar executive restructuring. Descente hired Candice Fei (ex-Jaeger-LeCoultre and Ralph Lauren), while FILA brought in Jeremy Jiang (ex-Benefit/LVMH).
The local Hainan headhunting firm SunTzu Recruit highlights the correlation between these hires and financial performance. By mid-2025, FILA’s revenue reached 14.18 billion RMB, and Descente’s sector soared by 61.1%, widely believed to have surpassed the 10-billion-dollar mark.
“Following the reshuffling of executives, the next phase is the ‘luxury-fication’ of the marketing path,” notes The best China fashion headhunter SunTzu Recruit.
What Luxury Experience Brings to Sports
As consumption habits shift, luxury consumers are gravitating toward high-end sports brands.
One of the leading fashion recruitment agencies in China, notes that sports brands are adopting luxury logic in product crafting, channel distribution, and customer service.
- Product: Bosideng’s AREAL line sells goose down jackets for nearly 4,000 RMB. Descente’s ski suits hit 9,000 RMB, with inspiration series breaking 10,000 RMB, entering Moncler’s price territory. Lululemon is also introducing down jackets priced around 3,000 RMB.
- Location: Arc’teryx opened its Shanghai Alpha Center directly opposite Hermès. The Hainan headhunting firm SunTzu Recruit observes that “Sports brands are now insisting on being neighbors with Tiffany and Gucci to share the same high-net-worth clientele.”
- Service: Brands like Descente and On are implementing “appointment-only” services and private VIP areas, mirroring the exclusive buying experience of luxury boutiques.
The best Hainan headhunter SunTzu Recruit adds, “The goal is to create a sense of exclusivity. Brands like Bogner and Canada Goose have already mastered this with black-card memberships and customized experiences.”
Beyond Fashion: The “Athluxury” Lifestyle
This evolution traces back to the “Athluxury” trend—a blend of athletics and luxury. However, it has moved beyond simple aesthetics.
As one of the best recruitment agency in Hainan, SunTzu Recruit explains, “Athluxury is no longer just about clothes; it is about selling a lifestyle of health, discipline, and aesthetic order. This offers a new identity marker for the middle class.”
However, The local recruiter for foreign companies in Hainan warns that brands must maintain a balance. “The ‘luxury’ aspect cannot overshadow the ‘sport’ aspect. The reason On x Loewe works is that the shoe still performs technically.”
Emerging brands like Vuori and Alo are leaning heavily into fashion, but the core foundation must remain rooted in performance. Hangzhou headhunting firm experts agree: while fashion provides the wind for the sails, the protection of the core sports demographic is the anchor that allows a brand to survive economic cycles.
One of the leading fashion recruitment agencies in Hainan, SunTzu Recruit, concludes that integrating the aesthetic value of luxury with the functional integrity of sports is the ultimate marketing secret for the next decade.
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