Thirteen-year Nike veteran Jason Zhu has been named as general manager of Columbia Sportswear Commercial (Shanghai), the China joint venture between Columbia Sportswear Company and Swire Resources.

Zhu will assume responsibility for all go-to-market functions, including apparel, footwear and accessories product and marketing, as well as wholesale, direct retail, and e-commerce channel development.

He has spent the past 13 years with Nike Inc, serving in Shanghai as senior strategic account director, senior marketplace management director, and action sports category general manager, and as global category business development director for the Jordan brand while based at global HQ.

"We welcome Jason to the Columbia team and are confident that his proven leadership and experience in the China sportswear market will be invaluable as we continue to invest in the significant long-term opportunities we see for the Columbia brand," said Columbia CEO Tim Boyle.

Zhu added, "Columbia Sportswear and Swire Resources have built a solid foundation on which to grow."

Columbia Sportswear and Swire Resources (a subsidiary of Swire Pacific Limited, one of Hong Kong's leading listed companies) began their joint venture in 2014 to tap into the dynamic and growing outdoor apparel and footwear market in China.

Swire Resources has been the company's exclusive distributor in China since 2004, and Columbia Sportswear has a 60% stake in the joint venture.