Anta Sports Products Limited, hand in hand with the Chinese Olympic Committee, held the Anta Award Clothing Release Ceremony for 2010 Olympic Winter Games, also as a farewell party for the Chinese athletes. The clothes shown in the ceremony were specially designed with the concept of "Chinese knot", to bestow good luck upon the athletes and to acknowledge traditional Chinese culture.

Anta, as a leading domestic sports shoe company, has been aiming to enter the global market for some time. Over the past year a number of concrete steps were taken in this regard. In early 2009, Anta signed deals with two popular tennis stars Jelena Jankovic and Zheng Jie to be their brand ambassadors. The two girls will wear Anta-logo clothes and shoes during competitions and participate in other promotional activities. This should make the brand appealing to young tennis fans. Particularly, the hiring of a foreign and internationally-loved star is also catering to the Chinese consumers attracted by foreign brands.

Furthermore, the four-year sponsorship contract signed with Chinese Olympic Committee (COC) offers a platform for Anta Sports to go abroad. This contact appointed ANTA Sports as the unique provider of the COC and the Chinese delegations at 11 international multi-sport competitions between 2009 and 2012, including the 2010 Vancouver Winter Olympic Games and 2012 London Olympic Games.

In the late 2009, Anta signed contracts with Bella to acquire the world-renowned sportswear brand Fila. This franchise will provide a good opportunity for Anta to expand into higher-end markets in China and also an effective way to build its world-wide recognition in the sportswear market.

Although Anta has decided to go global, it’s not the only Chinese sportswear company trying to do so. Many famous Chinese brands like Li Ning, Xtep, 361° and Erke are all competing head to head, not to mention the global brands Nike, Adidas or Puma who have already developed faithful fans in China and abroad. The game has only just begun for Chinese brands going international, and it remains to be seen who the champion will be.