Chinese sportswear brand Maia Active today announced actress and singer Esther Yu as its new brand ambassador. The move strengthens the brand’s connection with female consumers and expands its presence in the women’s activewear market. Founded in 2016, Maia Active focuses on apparel tailored to Asian women’s body types. Yu, with over 28.9 million Weibo followers, will work on marketing campaigns and consumer engagement. The appointment comes as Maia Active ramps up product development and brand positioning. The brand plans to continue community building through events while promoting functional apparel designed specifically for women’s athletic needs.