NBA China and Anta Sports Products Limited last week announced a new partnership in China, designating the shoe company as an official marketing and merchandising partner of NBA China. Through the deal, Anta will launch a line of NBA co-branded league and team-identified footwear and accessories that will be available in more than 2,000 Anta stores throughout China. Product also will be available on the company's online stores (NBA). In Portland, Allan Brettman reported Anta also is "expected to co-promote several NBA-related events in China." The deal "may not move the needle" in the U.S. but nonetheless "is among the largest shoe brands in China." The company, "along with Chinese brands Li Ning and Peak, trails the country's number one athletic shoe brand, Nike." But the NBA "bypassed Nike and Adidas to form its alliance with Anta, apparently believing that increasing the size of its brand in the world's most populous country would have more legitimacy if it is aligned with a company based there rather than one that happens to sell its products there" (OREGONLIVE.com, 10/21).
