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Sun, 26 Apr 2026

Sun, 26 Apr 2026 The Chinese sports brand taking on Nike and Adidas

Now one of the biggest sportswear firms, Anta's rise follows a playbook adopted by many Chinese giants.
Anta, a Chinese sports brand, is rapidly expanding globally after establishing itself as a major player in China. With over 12,000 shops in China and more than 460 outlets abroad, Anta aims to have 1,000 shops in Southeast Asia alone within three years. Anta's growth strategy involves acquiring Western brands such as Fila, Amer Sports (owner of Arc'teryx and Salomon), and a 29% stake in Puma. This approach helps the brand reach buyers who may be hesitant to purchase products from a "made in China" company. However, Anta faces challenges in the West due to China's strained relationship with Western countries, particularly the US. The brand also needs to navigate perceptions of Chinese products as being low-quality or copycats. Anta has signed deals with celebrity athletes like Klay Thompson and Kyrie Irving but is yet to secure a major sponsorship deal akin to Nike's partnership with Michael Jordan in the 1980s. The company's expansion comes at a time when its rivals, Nike and Adidas, are facing their own challenges. US tariffs have hit their earnings, and Nike is struggling to revive sales since its e-commerce push backfired after Covid-19. Anta's opening of its first US outlet in Los Angeles comes as the brand aims to win over consumers in the highly competitive American market. However, Anta acknowledges that it has some way to go to compete with established brands like Nike and Adidas.