Anta Sports has signed an endorsement contract with Rajon Rondo, four-time NBA All-Star and Boston Celtics guard. The basketball player will represent the Chinese sportswear brand for the next eight years. The deal includes Rondo's own signature shoe and sports apparel line, which will come out with the RRI label. It is supposed to be part of the “Team Priceless” platform, Anta's basketball strategy, which is built on the idea that quality cannot be measured by price and that basketball shoes can offer excellent performance without being a high-ticket item.

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