On February 13, ANTA SPORTS' (02020.HK) main brand, ANTA, officially opened its first flagship store in North America in Beverly Hills, Los Angeles. This also marks the brand's inaugural direct-operated physical store in the United States.

Beverly Hills, known as a global luxury commercial landmark, attracts numerous luxury brands and major sportswear companies. By establishing a direct-operated store here, ANTA aims to move beyond the traditional overseas expansion model for Chinese brands, which often relies on wholesale and distributor partnerships. Instead, the company is leveraging its unique "brand + retail" business model and direct-to-consumer (DTC) capabilities to forge a new global path centered on "brand autonomy, product innovation, and cultural confidence."

The store's design is based on the concept of "Eastern Aesthetics, Global Expression." Within its approximately 280-square-meter space, the retail environment skillfully blends the visual symbolism of "Chinese red," contemporary Chinese sportswear trends, and American casual style, creating a culturally rich and modern shopping experience that facilitates a dialogue between Eastern and Western cultures. The store offers the full range of ANTA's core products available in China, including the KAI series, HELA fashion line, PG7 cushioning running shoes, and C202 racing shoes.

Two basketball superstars attended the grand opening: Kyrie Irving, ANTA's Global Basketball Spokesperson and Chief Creative Officer, and Klay Thompson, who has been officially partnered with ANTA since 2015. Together, they have developed the long-running KT product line over the years. During the event, ANTA officially signed a lifetime contract with its endorser, Klay Thompson. The partnership will continue to promote basketball and its culture on a broader global stage.

Positioned as a "sports lifestyle destination," the Beverly Hills store will foster deep connections with consumers through localized operations such as running clubs, basketball culture salons, and technology experience workshops. During the soft opening in mid-January, the limited-edition New Year version of Irving's KAI3 series generated significant buzz upon its launch. On February 15, an ANTA Park themed around Kyrie Irving will be set up at Santa Monica's Ocean Park in Los Angeles for deeper engagement with local consumers.

ANTA Brand CEO Xu Yang stated, "The Beverly Hills store is a critical step in ANTA's globalization strategy. Opening a direct-operated store in the U.S. is not just about selling products; we aim to use our products as a medium and our store as a window for global consumers to experience the strength and cultural warmth of a Chinese brand. Moving forward, ANTA will strengthen its global brand identity while expanding in the North American market through localized initiatives such as promoting sports experiences, brand collaborations, and community projects."

In recent years, ANTA SPORTS has been expanding its presence across key markets including Southeast Asia, the Middle East, Africa, North America, and Europe. As part of its globalization process, the group has outlined a "three-phase" strategy: first, successfully managing international brands within China; second, expanding overseas to operate global brands; and third, establishing the ANTA brand internationally, making it a global name.

The group is adapting its overseas expansion strategy to suit different markets. It continues to deepen its presence in Southeast Asia, announcing a plan to open 1,000 ANTA stores in the region over the next three years. The company has also established a subsidiary in the Middle East and entered major retail channels in North America and Europe, such as Foot Locker and DSG.