A branded house or a house of brands

The global expansion and market penetration of Chinese sportswear brands, thanks to their high-quality design and innovation, continues, with potentially global giants Anta and Li-Ning leading the way. Initially, established global sports brands such as Nike and Adidas did not feel the pinch of the expanding Chinese brands. But in 2022, Anta overtook Adidas to become the second-largest sportswear brand in China with a market share of 20.4 percent.

But Anta and Li-Ning are not the only Chinese sportswear brands expanding in the global markets. Chinese brands such as Xstep, 361 Degrees, Peak Sports, Zhongqiao Sports, Hongxing Erke, Feiyue and Camel are all poised to seize the opportunities to penetrate further into overseas markets. In fact, all these brands have impressive global penetration programs in place.

The global exposure and expansion of Chinese brands resulted in the Chinese sportswear and equipment industry's intensive involvement in the just-concluded Paris 2024 Olympics, with Anta and leading Chinese sports equipment producers Taishan Sports and Double Happiness leading the way.