The Chinese athletic brand Anta saw sales increase by 50 percent in the first half of this year to about $320 million, but experts have said that if it wants to realize its goal of being China’s top sportwear brand, it needs to increase its ad spending and emphasize its Chinese origin. Last year the company spent €25 million on advertising, but its progress paled in comparison with the boost the athlete Li Ning gave his own brand by the same name when he participated in the opening ceremony for the Beijing Olympics.

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