Anta leaps into US market with Beverly Hills store

Chinese sportswear manufacturer Anta has opened its North American flagship store in Beverly Hills, California, a city renowned for its concentration of upscale brands.

The 3,000-square-foot store is Anta's first directly operated retail location in the United States. Located alongside prestigious global brands, the store features Anta's full core product lineup, including the KAI signature basketball series, HéLA lifestyle collection, PG7 cushioning running shoes and C202 racing shoes, all made in China.

Friday's opening came just weeks after Anta Sports, the brand's parent company, announced a $1.8 billion acquisition of a 29 percent stake in German sportswear giant Puma, making it the largest shareholder. Many industry observers believe the move is part of a broader expansion of Chinese sportswear into the United States' market and a push toward high-end consumers.

Speaking to a large crowd at the Beverly Hills opening ceremony, Anta Brand CEO Samuel Tsui said "opening our first US flagship in Beverly Hills is a defining moment for ANTA.

"We are opening directly-operated stores in America, not just to sell products, but to use our products as a medium and our stores as a window, allowing global consumers to experience the product strength and cultural warmth of Chinese brands."

Representatives from political, business and sports circles in both China and the United States attended the ceremony, including the Commercial Counselor of the Chinese Consulate General in Los Angeles Peng Jing and Selena Rosario-Myles from the office of Los Angeles County Supervisor Kathryn Ann Barger.

Welcoming Anta's arrival, Beverly Hills Mayor Sharona Nazarian presented a congratulatory letter to Tsui.

"I'm so excited to welcome this incredible Anta organization and your flagship store to the city of Beverly Hills.

"They have thousands of stores across China, and now their first store in America is going to be right here in the beautiful city of Beverly Hills… and we are excited to collaborate with you."

NBA player Kyrie Irving, who acts as Anta's global basketball ambassador and chief creative officer, appeared at the event alongside Klay Thompson, who has worked with Anta since 2015 to create the KT signature series. Thompson received a lifetime contract from ANTA on Friday, and is expected to join forces with the Chinese brand to promote basketball culture on a global stage.

Kyrie Irving's father Drederick said the partnership between Anta and his son "means everything".

"For a concept [expanding in the US] to come to fruition... it's just unbelievable," he added.

Marketed as a "Sports Lifestyle Hub", the Beverly Hills store aims to attract consumers through localized programming, including run clubs, basketball culture salons and technology experience workshops.

Founded in 1991, Anta has grown into one of the world's largest sportswear companies, operating more than 12,000 stores across China and expanding its global footprint through elite athletic partnerships and strategic acquisitions, including Fila, Descente and a majority stake in Amer Sports, owner of Arc'teryx and Salomon.