This Global Athletic Wear Brand Will Double Its Branches in the Philippines by the End of the Year
Anta is a sporting goods company headquartered in Jinjiang, China. It is the world’s third-largest sports group in the world, next only to Nike and Adidas, and number one in terms of revenue. If you’re unfamiliar with the brand, you need only look at what sports superstars like Klay Thompson of the Golden State Warriors, Gordon Hayward of the Charlotte Hornets, Alex Caruso of the Chicago Bulls, Precious Achiuwa of the Toronto Raptors, Terance Mann of the Los Angeles Clippers, and Olympic freestyle skier Eileen Gu are wearing.
In the Philippines, Anta is right up there with the world’s biggest sports apparel brands. From one store in October 2019, there are nine Anta branches spread out across the country today. By the end of 2022, however, that number will shoot up over 100 percent to 20.
Anta Philippines GM JP Paglinawan, Jugs Jugueta and Anta Marketing Manager Mikko Abello with the limited edition KT7 'Secondary Element'
Even in the midst of the pandemic, Anta was still building more stores, which is proof of the brand’s bullish approach to traditional retail and demand for sportswear and athletic apparel.
“Our biggest category is basketball, and we all know the Philippines is basketball country,” JP Paglinawan, Anta Philippines general manager, said during the opening of Anta’s flagship store at SM North EDSA. “In fact, in the past few months we could barely keep up with demand.”
The Anta flagship store features pretty much the brand’s full lineup of basketball, running, sportstyle, and women’s footwear and apparel. There was even a limited release of Thompson’s signature shoe: the ANTA KT7 in the ‘Secondary Element’ Colorway. Only 12 pairs were made available to the public via advanced online registration.
DLSU Courtside Reporters now and then Martina Lao and Bea Escudero
Paglinawan said the local Anta store orders products from overseas about six months in advance. Over the last two years, he said it was tough to predict just how much the market wanted.
“We were a bit conservative,” he said. “But now, the demand shot up. We're just managing the inventory that we have now.
Paglinawan said Anta is on an acquisition spree elsewhere in the world. The brand recently acquired Amer Sports, which owns brands like Salomon, Arc’teryx, Peak Performance, and Wilson. In China, Anta has around 10,000 stores across the country and also distributes the Fila brand.
“We really position ourselves to be equals (with the other global sports brands),” he said. “That's the vision. We’re investing in research and development, we're investing in partnerships like with the Chinese Olympic Committee, and we're investing in our endorsers.”
PBA Players Anton Asistio and Justin Chua
Besides the global Anta ambassadors, Anta also inked partnerships with the Adamson Men’s Basketball Team in the UAA, Raffy Verano of Ateneo De Manila University, and Anton Asistio for Rain or Shine in the PBA.
“That's how we're really positioning ourselves,” Paglinawan said. “Our product categories are also about 20 percent less expensive (than the other brands). Our apparel technology, the materials that we use, I would say also they’re better, but at around the same price point.
“When you think of the top, we want Anta to be in the conversation,” he added.
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