Athletic Footwear in China

Can Anta leapfrog the competition?

In the athletic footwear industry, multinational companies Nike and Adidas have cornered the Chinese market since 2003, focusing on high end sales. Chinese companies, represented at the top by Li Ning and Anta, have learnt how to compete.

Anta, with its slogan, “keep moving”, has become an eager sports sponsor and brand builder. Now, Anta is developing a multi-brand strategy, with its acquisition FILA occupying its high tier, and incursions into the lifestyle sector keeping younger customers excited.

At the same time, Nike and Adidas, chasing China’s growing middle classes, are pushing into smaller cities. Keeping internationals and local competitors at bay is challenging Anta from both ends of the market. Does Anta have a strategy to withstand the barrage?

Can Anta leapfrog the competition?

In the athletic footwear industry, multinational companies Nike and Adidas have cornered the Chinese market since 2003, focusing on high end sales. Chinese companies, represented at the top by Li Ning and Anta, have learnt how to compete.

Anta, with its slogan, “keep moving”, has become an eager sports sponsor and brand builder. Now, Anta is developing a multi-brand strategy, with its acquisition FILA occupying its high tier, and incursions into the lifestyle sector keeping younger customers excited.

At the same time, Nike and Adidas, chasing China’s growing middle classes, are pushing into smaller cities. Keeping internationals and local competitors at bay is challenging Anta from both ends of the market. Does Anta have a strategy to withstand the barrage?