Anta is launching in France and is relying on its brand ambassador Kyrie Irving. The American basketball player is working with the Chinese sports brand on the Hélà sneaker line.
Anta is already well established in Asia. Now the brand is conquering the Western market through sports partnerships. These include basketball, running, boxing and winter sports. The collaboration with Irving has existed since July 2023 and results in shoe models such as Anta Hélà Code, Hélà Style Roots, Hélà Style and Hélà Style Limited.
In France, Anta is currently only sold online. It does not yet have its own stores.
The parent company behind the brand is Anta Sports Products Limited. It was founded in 1991 in Jinjiang, Fujian Province, China by Ding Shizhong. The group has been listed on the Hong Kong Stock Exchange since 2007 and is not limited to its own Anta brand. He acquired Fila China, which led to a huge presence in Asia. The group is also part of the consortium that acquired Amer Sports. Amer Sports includes brands such as Salomon, Wilson, Arc’teryx and Atomic.
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