ANTA Go For Broke

  • EMOTION INTO ACTION SCORE 78.63
  • YEAR 2016
  • Parent company ANTA Sports Products Limited
  • AGENCY Mullen Lowe China
  • CATEGORYRetail/Restaurant
  • SUB-CATEGORY Retail
  • REGION Asia Pacific
  • COUNTRY China
  • MEDIUM TV Short

Our Opinion

ANTA’s inspirational montage of Olympic effort, set to a aggressive soundtrack, is a great example of an ad designed to build Fame. ANTA’s current market is mostly China’s Tier 2 and 3 cities, and the brand is aiming to expand into Tier 1 cities. Market share expansion needs Fame and Feeling, and with an Olympic commercial, ANTA is signalling that it’s prestigious enough to play on the big stage. The 4-Star response among Chinese consumers suggests this investment by the sportswear brand will pay off.