ANTA Look to Take On Nike and adidas with Global Expansion
Chinese label ANTA is buying Amer — the Finnish owner of Wilson and Salomon — for 4.6 billion euros (approximately $5.17 billion) in an attempt to compete with Nike and adidas on the world stage.
Having started as a supplier of badminton shoes, the company has grown into China’s biggest sports apparel company, even signing Golden State Warriors star Klay Thompson along the way. Founded in 1994, ANTA now has 12,000 stores in China after experiencing a 44 per cent growth in revenue in 2018 worth 24.1 billion yuan ($3.58 billion).
Despite the big money moves, the company still sits behind Nike and adidas in the Chinese market. Team Swoosh currently occupies a 22.1 per cent market share, followed by adi with 18.6 per cent and ANTA in third at 10.4 per cent.
‘With the acquisition of Amer, the future of ANTA's global expansion will definitely change,’ says CEO Ding Shizhong.
Founded in 1950, Amer logged sales of about 2.68 billion euros last year, and owns several well-known stables — including the aforementioned Wilson and Salomon, as well as Arc’teryx.
We’ve seen other Chinese labels make strides on the global market recently, but we’ll have to wait to see how this one plays out.