How the Chinese Anta Brand has become the fastest growing sneaker of Stockx – Modern Retail

Much of the momentum of Anthe’s resale sites tracks back to KAI 1, which is sold for $ 125 and is sold in limited batches. “What drives the resale market is the shortage and when a brand appears that makes a very small amount of product, this is the species that is charged with the resale market,” said Matt Powell, founder of the Spurwink consulting river, before Modern Trade Retail. In the US, Anta sells shoes through its online website and retailers such as Dick’s sports goods.

Anta is growing in popularity at a time when sneakers seek to expand their collections. This change has taken advantage of mid -level brands such as Hoka, On and Asics, all of which have observed their sales for the last few years. Nike and Jordan, Long Kings of the Sneaker World, also fought with inventory and novelty, and Anta finds success “in this era of the sneakers industry where Jordan and Nike are slightly in favor”, Drew Hains, Sales Director of Stockx, told Modern Retail. Moreover, Anta is the construction of sales, pressing more in basketball, forming a composition of products and partners of athletes to separate.

Anta’s rise is also part of a bigger change that is happening in global shoes, Michael Sykes, author of the “kicks you wear,” he said. “There are currently a number of Chinese brands that are focused on the North America market when it comes to a performance,” said Sykes, who wrote about Anta in a recent edition of his support, in front of Modern Retail. “There is a little precipice that has been established [in North America] In the last few years … I think what Anthea is, more special, has taken advantage of it. “For example, sales of another Chinese brand, Li-ir, jumped 113% on Stockx in 2024.

Anta is still relatively small compared to other sneakers. In the six months ending June 30, 2024, Anta Sports revenue reached $ 33.74 billion ($ 4.65 billion), which is 13.8% compared to the year. In contrast, Nike’s total revenue for its second quarter alone – from September to November 2024 – amounts to $ 12.4 billion. It is for this reason that Powell on the Spurwink River calls Anta “is not a serious threat to anyone.” High resale numbers said, “It doesn’t have to mean the brand is wild.”

However, it remains true that Anta is starting to do more with buyers, to a large extent because of her basketball strategy. Since 2007, Anta has been working with NBA athletes to raise her profile abroad and try to take a market share from Nike and Jordan. Over the years, Anta’s list includes Luis Skola, Kevin Garnett, Gordon Hayward, Rajon Rondo, Alex Caruso, Terans Mann, Donte Divinzo and James Wisman. KTY Thompson’s KT shoe with Anta, now in its tenth iteration, sold 650,000 pairs in China in 2016 and at that time was “the fastest growing of all Anta products supported by NBA,” said a message about The press.

Nike, Jordan and Adidas have long been working with the weight of NBA, including Michael Jordan, LeBron James and Kevin Durant. But Anta’s basketball approach can best be summarized as: “Let’s take advantage of the best of what Nike and Jordan and Adidas have not taken,” said Haines to Stocks. Earlier this month, Anta signed three new NBA players: Caris Levert to Cleveland Cavaliers, Derrick Jones -Jr. from Los Angeles Clippers and Daniel Gaford of Dallas Maericks.

In 2023, Anta made one of her latest and controversial decisions: to sign a five-year deal with Irving and to make him chief creative director of basketball. Until then, Irving was a Nike athlete, with an annual approval transaction being thought to cost at least $ 11 million. In 2022, Nike terminated his partnership with Irving after he published a social media relationship to an anti -Semitic film. The then Irving team, the Brooklyn networks, stopped Irving for at least five matches without pay and said in a statement that Irving “refused unequivocally to say that there was no anti -Semitic beliefs.” Later, Irving apologized in a social media publication.

Some fans of sneakers did not approve of Anta, signing Irving in July 2023. But working with Irving did not prevent Anta from making money. KAI 1 continues to be one of Anta’s more popular silhouettes and now has numerous versions of the shoe, including playoffs, Mother’s Day, Playoffs, Green Grails, Garden and Kayo-Leidoscope. The latest, Sun & Moon, launched last week in the Philippines and are expected to launch worldwide in the coming weeks.

Irving’s sneakers with Nike were popular with sneakers, especially young people. When Nike dropped out Irving, Sykes asked if he was over for Irving’s sneakers to be mostly because of Nike or because of Erving and whether Erving could transfer momentum to Anta. While Irving’s shoes with Anthea are “not the same” as his with Nike, “There is nothing on the court on the court, in the NBA or WNBA, it looks like what Cyri is wearing right now,” Sykes said. “There is a lot of creativity with him, I think I have not seen many other brands or many other athletes on signature there.”

Outside Kai 1 Anthe is doing well. It also has other models that take off, including GH5, balloon slide and Shock Wave 5 Pro (also Irving Shoe). Anta also continues to extract dividends as part of a group that acquired Amer Sports, the parent of Arc’itex and Salomon, in 2019 Amer Sports became public in February 2024 and most recently reported a 17% increase in the year during the year During the year in February 2024 and soon reported a 17% increase in the year of the year during the year of the year of the year of the year of the year of the year of the year of the year of the year of the year The year of the year of the year of the year of the year in the year in February 2024. Revenues for the third quarter of 2024.

“If [Anta] can continue to repeat on [the Kai 1]Make the technology better and take your products on the feet of high-ranking athletes … I think they will continue to have a good year [in 2025]Hines said to Stockx.