About Us

Anta - Keep Moving

Sportswear company.

"Anta" means the spirit of the Olympic Games and the movement of products, covering the Anta culture, the soul and the nature of modern sports, showing the integration of the international, national, and professional.

"Our mission is to create an international high-end sportswear brand in China".

Anta sports primarily designs, develops, manufactures, markets, and sells sports goods under ANTA and other self-owned brands, including FILA, DESCENTE, KINGKOW, SPRANDI, and KOLON SPORT. Anta is unique in itself because of its technology-rich products at affordable prices.

“We try to help you go beyond yourself. That's why we're here: to provide shoes and other sports accessories that help you do that”

Anta was founded in the 1990s. Anta Sports Products Limited, a well-known sportswear brand, was listed on the main board of the HKEx in 2007. DING SHI ZHONG is the chairman of a product-limited Chinese sports equipment brand. It is the fourth largest sportswear equipment brand headquartered in Jinjiang, Fujian.

It has supplied and sponsored numerous teams, players, and associations, such as

Basketball, Judo, and Formerly.

Anta is supporting the Chinese Olympic committee. That means all Chinese athletes will wear Anta clothing at the opening and closing ceremonies of the Olympic Games.

Anta works with most professional athletes in tennis and ping pong, and it signed contracts with NBA basketball players such as Kevin Garnett and Luis Scola.Kong Linghui, a Chinese table tennis player, accepted Anta's invitation to serve as the company's brand ambassador, greatly boosting both sales and brand recognition. Since then, Anta has signed contracts with numerous well-known sportsmen, including Wang Hao, Liu Shiwen, Zhang Jike, Zou Shiming, Chen Penbin, and Zheng Zhi, greatly enhancing Anta's domestic brand recognition and reputation.

Anta has a diverse selection of Basketball shoes, clothing, running shoes, lifestyle, outdoor products, and accessories for Men and Women. Anta can invest most of its budget in this field by focusing solely on sports.

COMPANY INFORMATION:

Anta was established in the 1990s while anta sports products limited, a leading sportswear brand, was listed on the main board of HKEx in 2007. Anta is working on the business of designing, developing, manufacturing, and marketing products, including sportswear, footwear, apparel, and accessories, under its brand name. DING SHI ZHONG is the chairman of a product-limited Chinese sports equipment brand. It is the fourth largest sportswear equipment brand headquartered in Jinjiang, Fujian.

Anta is unique in itself because of its technology-rich products at affordable prices. Anta surpassed Adidas for the first time in China, recording USD 796 million to Adidas' 518 million.

BRAND PRESENCE:

Anta Sports had over 12,000 outlets at the end of 2018, including 10,000 Anta stores. These outlets are gradually transitioning to direct sales, making it easier for Anta to evaluate their success, and restock and reallocate products.

And as we mentioned before, in 2010, the brand started its e-commerce journey. Its online channels are expected to contribute 20% of its annual revenue.

VALUE PRODUCT DEVELOPMENT:

Anta allocated 5.5% of its budget to new product development and has R&D centres in Los Angeles, Tokyo, Seoul, Milan, Mainland China, and Hong Kong that attract almost 200 specialists from 20 countries. Anta has submitted over 1,200 patent applications for advancements.

MULTI-BRAND STRATEGY:

FILA is only one of the many brands bought by Anta. Anta has an extensive portfolio of brands that cover a wide range of consumer groups, from kids to adults, middle class to wealthy consumers, and sportswear to fashion apparel; Anta's sub-brands cover all categories.

Other brands include Salomon, Arc'teryx, Wilson, SUUNTO, and MAVIC.

BRAND	CREATION TIME	PRODUCT POSITIONING TIME
ANTA	1991	Functional adult sporting goods
ANTA KIDS	2008	SPORTS CLOTHING AND SHOES FOR CHILDREN AGED 1 TO 13
FILA	2009	Middle and high-end fashion leisure sports clothing
SAPRANDI	2015	Popular adult sports shoes
DESCENTE	2016	High end professional high-performance skiing products
KINKOW	2017	High quality and unique children's clothing
KOLON	2017	High end professional outdoor sports

SPONSOR SIGNIFICANT SPORTS EVENTS:

In 2000, Anta sponsored the Olympic Games in Sydney and entered the global market. In 2004, the brand invested 60 million RMB in a three-year partnership with the China Basketball Association. Prior to that, only multinational brands had sponsored the CBA. Anta is a strategic partner of the Chinese Olympic Committee and a sponsor of the 2022 Winter Olympics in Beijing.

According to the company's financial report for the first six months of 2020, its annual gross margin reached 57%, and this year marks the third consecutive year of increase.

CELEBRITY MARKETING:

Anta is a revolutionary brand of Chinese athletic products. In 1999, Anta invited Chinese table tennis player Kong Linghui to serve as the brand's spokesman, instantly improving brand awareness and significantly increasing sales. Since then, Anta has signed Wang Hao, Liu Shiwen, Zhang Jike, Zou Shiming, Chen Penbin, and Zheng Zhi, as well as numerous more renowned sportsmen, significantly expanding the brand's domestic visibility and reputation! In addition, Anta actively cooperated with the NBA and signed Scola, Garnett, Rondo, Parsons, Thompson and other NBA stars, constantly enhancing the brand's influence in the international market.

Compared with other sports brands, Anta's celebrities are mostly professional athletes in areas such as tennis and ping pong. It also signed contracts with NBA basketball players such as Kevin Garnett and Luis Scola.

BRAND STORY:

The company was started in 1991 in the Chinese province of Fujian. At the time, China was renowned for its low labour costs, and many multinational brands produced their goods there. Anta was among these producers.

Anta's founder Ding Shizhong decided to build Anta as a shoe brand after Anta became a top sportswear manufacturer

Since 2001, Anta has expanded beyond shoes into apparel and sportswear. Beijing was its first offline store. In 2007, Anta submitted an IPO registration in Hong Kong. By then, it had over 5,000 stores. It rose to nearly 8,000 by 2011. Later in 2009, it acquired FILA, an Italian sports brand. In 2010, Anta started its e-commerce journey by working with Tmall, Jing Dong and VIPshop. Later, it became the business partner for the NBA, bringing lots of domestic attention to the brand as many boys in China love watching the NBA.