Anta Sports – Chinese brand that has become a world leader in sportswear and shoes Today, the Chinese company Anta Sports is the third largest corporation in the world in the world
Anta Sports – Chinese brand that has become a world leader in sportswear and shoes
Today, the Chinese company Anta Sports is the third largest corporation in the world for the production of sportswear and shoes. She owns FILA rights in his own country, sponsors NBA players and recently headed the consortium, which bought Finnish Amer Sports for $ 5.2 billion, the owner of such brands like Salomon, Arc'teryx and Wilson. Anta was also chosen by the official sponsor of the Olympic Games of 2022 in Beijing. The main principle, she calls the opportunity to compete with the most famous brands in the world and show to buyers that Chinese products are no longer a "second grade" product.
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Business development
The Anta brand was founded in 1991. For many years he was engaged in design, development, production and marketing for the line of its own sportswear. Dean Schijon, the founder of the company, wanted to supply China products for professionals, including shoes and accessories. However, only 10 years later the company became known. Then the first flagship store with goods for various sports was opened. Mark focused on a young audience, engaged in skateboarding and bicycles.
In 2008, the Olympic Games in Beijing were able to expand the business. Since then, a new chapter of Anta Sports began. They took up sneakers, and in a year they acquired the rights to Fila in Continental China, Hong Kong and Macau. Then followed by the sponsorship of the NBA players, which began with the Argentine athlete Luis Skol.
In the last decade, Anta Sports is considered to be the leader in China. This is due not only to the correctly chosen growth strategy and advertising campaigns, but also a favorable government policy towards the development of the sports direction. As a result, the company is still inferior only to such giants of the industry as Nike and Adidas, ahead of the local Li Ning brands, XTep and 361 degrees.
"We are a reflection of the changing relationship of Chinese consumers to local brands, since they are increasingly competing with international names in areas such as the ratio of price and quality, innovation in design, as well as customer service," they say in the company.
Anta technology in clothing
A-Anti Odoor I and II – Material with antiseptic properties prevents the formation of bacteria during sports. It provides freshness, cleanliness and comfort. The composition includes polyester and spandex for elasticity;
A-Cool – Material absorbs moisture, guaranteeing dryness. Breathable and lightweight, it has a special three-dimensional structure with pores, which retains natural heat and prevents overcooling.There are two options: from polyester and cotton;
A-Fresh. – The fabric releases a pleasant fragrance, including perfumes to avoid unpleasant odor. A breathable polyester with elastic fibers is used;
A-PS-CUT – 3D technology, with the help of which clothing is created, repeating the structure of the human body;
A-Warm. – Products are designed to resist external cold and provide long-term heat and comfort. Main functions: Pot absorption and its rapid release to increase the performance of an athlete;
A-static. – antistatic technology, which is designed to prevent electrostatic burns on the body;
A-Chill Touch Holds the body temperature is lower than other fabrics. Thus, the comfort is increasing due to overheating protection. The same polyester is used, but woven from special yarn. The material helps to remain dry;
A-Glow Tech – Special glowing materials applied to clothing are used. Thus, visibility is preserved in the dark;
A-UV FIGHT Protects from ultraviolet radiation. Appropriate choice for occupation on the street on sunny days;
A-SPORTS ENERGY – fabrics containing mineral elements are able to release negative ions and infrared rays that accelerate blood circulation and relieve fatigue;
A-PROOF RAIN I, II and III – water-repellent processing, which prevents the penetration of moisture outside. In this case, the material displays an exemplary from the inside. The design resembles a membrane and is used in top clothes predominantly from polyester;
A-Smart Window – Fabrics made of specially manufactured yarn automatically change the structure in such a way as to increase the breathability and maintain a certain level of comfort. Effective with changes in the level of body humidity;
Also used to develop other companies, including the Lycra elastic material, soft knitwear Sorona, durable TEFLON from DuPont and breathable Cool Max fabric.
Anta technology in shoes
A-Web – the top of the sneakers with ventilation by 360 degrees. It has a three-layer structure of the composite material: the upper and lower represents the grid, and the average level is the hexagon of the EVA foam, which provides softness, comfort, support and protection;
A-Strata. – Two-layer sole material, where the inner is distinguished by softness, and external is responsible for support. The technology provides elasticity, stability and absorption of impacts;
A-Jelly – Environmentally friendly durable and biodegradable gel material in the sole for resistance to compression and deformation. It allows the owner to move with greater stability and comfort;
A-Loop. – hollow rings in the sole, which are gradually increasing to the heel, provide support for the middle of the foot and greater depreciation;
A-form – The tilt of the polyurethane repeats the structure of the arches of the foot. Thus, it frames the stop of foot, reducing the risk of injuries;
A-FlashFoam – shock-absorbing material, which includes amorphous graphite, quartz crystal, organic tissue, glass ceramics and other components. It provides not only impact protection, but also energy return during jumps and runs.
Brands Anta Sports
The company produces clothes, shoes and accessories under its own name. She collaborated with basketball player Kevin Garnett, launching Anta's signature KGIbasketball shoes for him, and then a whole line called KG. There were also special releases such as "ICE LAKES", "GREY ALPHAL WOLF", "DPOY" and "MVP". The brand also signed Clay Thompson, who still plays for the Golden State Warriors, to launch the KT clothing and sneaker line with him. The most famous are KT FIRE, Diamond and KT4. Unlike other brands, Anta offers lower prices from $99 to $149 per pair. It is also the official supplier and sponsor of numerous teams, players and associations such as basketball players Rajon Rondo, Chandler Parsons, boxer Manny Pacquiao and Zhejiang Greentown Football Club. However, the company is not limited to selling its line. Let's talk about other brands that are part of it:
FILA is an Italian company that sold the brand rights in China to Anta Sports in 2009. Today it is positioning itself as a high-end sportswear brand, launching apparel and footwear and opening up new lines such as Fila Kids and Fila Fusion;
DESCENT – based in Japan, the brand is known for professional ski equipment;
KINGKOW is engaged in the development of high-quality clothing for children from 0 to 14 years;
KOLON SPORT specializes in providing professional climbing equipment and outerwear;
SPRANDI is a fashion brand that presents collections in a sporty style. Considered one of the most popular in China.
Anta Sports Stores
As a leading sportswear brand today, Anta has been selected as the sponsor of the Beijing 2022 Olympic Paralympic Winter Games. It has also established itself as a manufacturer of quality and functional shoes for badminton players. After the acquisition of Amer Sports, the company has become one of the leaders in its field. By the end of 2019, the total number of branded stores in China will reach 10,400, and Fila will reach about 2,000. For example, the multi-level store opened in Shanghai covers 2,000 square meters and incorporates digital concepts to attract a younger audience. It is also planned to open up to 140 Descente boutiques, up to 100 Kingkow and up to 125 Sprandi. Kolon Sport already has almost two hundred points of sale in the country. This once again proves how the company does not stop growing year by year. She signed a contract with Coca-Cola and NASA to launch a number of products. After a series with Marvel heroes last year, Anta Kids collaborated with the legendary Disney animated film Elsa.
Anta Sports en
You can buy branded products all over the world. There is a Chinese and an international site that presents all the new products and the latest information about products and technologies. The brand has been represented in Russia since 2014.There is also your resource Anta-Sport.ru. It includes clothes and footwear for running, workouts, basketball, football, boxing and outdoor activities. Regular collections and limited releases are presented, including collaboration with Thompson and Manny Pacquiao. Products are 30% cheaper than many American and European brands. It is attracted by buyers.
You can also find shops that are located in more than ten cities. They are mainly in shopping centers:
