Carrying the Rockets to Attack Offshore Anta Sports Marketing in 2008

On the evening of November 9th, US local time, Anta head coach Ding Zhizhong and NBA Rockets boss Leslie Alexander covered both sides of the letter that read "Winning the World Together", marking the formalization of both parties. Become a strategic alliance.

The day before, Anta had signed Rockets power forward Scola, making it another NBA star who later endorsed Anta after Steve Francis. After successfully completing the listing and financing, Anta, with its heavy investment, began to strengthen its sports marketing campaign.

Interpreting "Never Stop" with Music

Anta was able to stand out from the many footwear companies that set off a "brand-building campaign" in previous years, and sports marketing has been indispensable.

“Anta is the first brand to eat crabs.” According to Ren Xinzhao, deputy director of Anta brand, among the many shoe companies at that time, ANTA took the lead in using CCTV's advantage platform to promote the brand and quickly increase brand awareness. "Kong Linghui's phrase 'I choose, I like' makes Anta a household name."

In September 2006, during the Doha Asian Games, Anta also launched a new brand image advertisement. Accompanied by the Queen's rock gold weare the champions and nearly black and white advertising images, Anta hit the "Keep Moving" brand slogan.

We are the champions recommended by JWT. Ren Xin told reporters: Anta used music to interpret the brand connotation of “never stop” and achieved very good marketing results. “Because the songs we chose are very characteristic, the passionate rhythm can interpret the passion of the sports. It is in line with ANTA's advertising image and advertising concept, which has left a deep impression on consumers and has greatly helped the brand promotion.”

Ren Xinzhao believes that brand slogans are a natural transition from "I choose, I like" to "Never stop". "'I choose, I like' more emphasis on individuality, 'Never stop' emphasizes that although you are just an ordinary person, there are no talents and extraordinary conditions, the family is not generous, but can also be obtained through their own efforts victory."

Anta brand director Xu Yang said that although brand slogans have been adjusted, Anta's brand positioning has always been very clear. “The target audience of our sports marketing is a group of ordinary young people with dreams. They represent the middle-income young consumer groups in the country. In this market segment, Anta has a brand advantage. In this largest market, it cuts to the largest For that piece of cake, Anta is the winner."

Leveraging Global Resources to Explore Local Markets

Behind these generous marketing campaigns, there is financial support from overseas.

On July 10th this year, ANTA Sports Products Limited was listed on the Hong Kong Stock Exchange (code: 2020), offering 600 million shares globally. Only the public offering portion was 183 times oversubscribed. Together with the over-allotment portion, Anta Capital raised more than HK$3.5 billion to become the highest-valued sporting goods brand in China.

Houston Rockets owner Alexander is one of the major shareholders of ANTA Sports. He subscribed for 8.2% of the shares for RMB 234 million. According to Ren Xinzhao, deputy director of Anta brand, after the listing, the overall strength of ANTA has been significantly improved, and it has also obtained a larger platform for the use of international resources. The strategic cooperation between ANTA and the Rockets has benefited from this.

The alliance will also bring a series of cooperation plans to Anta. According to his photos, “The most important thing is the 'new route' plan we will start this year. We will help China's most promising young players to enter the rocket training camp! ”