I read a market report from a few months ago where Anta is just behind Adidas in China. Nike is up ahead in number one place. Under Armour I'm not sure where, but doing quite well. Personally I prefer like the strategy with EVs where they team up with European brands under JVs and acquisitions. But that is just my opinion. I just worry that Chinese athleisure is still not seen as sexy enough. Anta and Li-Ning are doing fine, but 361, Peak Sports, Erke are not doing comparatively well. 361, Peak and Erke are becoming an under-class which to me is a concern. I think all three of these brands signed up NBA stars but it doesn't translate that well in sales. I think their marketing should include extreme sports stars to amp up their sex appeal.
These Chinese sportswear brands, they just want to sign up NBA stars. I think if they sign up racing car drivers such as Zhou Guanyu (F1), or some wakeboarding star or mountain climbing star is an alternate strategy.
Just my two cents.
Well, I do feel Anta and Li-Ning are on a level above. Xi was spotted sporting an Arc'Teryx jacket at the Olympics. Salty tears subsequently flowed (just google it to see).
361 and Peak both signed like marginal NBA players. There are very few Tier-1 stars signed with anyone other than Nike, basically just Kawhi Leonard with New Balance (because he is a weird guy), and Steph Curry with Under Armor.
Peak signed Andrew Wiggins, who up until last year was probably less accomplished than his own mother.
(She won 4 silver medals in the LA Olympics, had a 30 year record as the fastest Canadian woman and resultantly had a park named after her in her (and his) hometown, a suburb of Toronto)
If they are not able to find success on their own terms, then they could try to hook up with Adidas if there is an opportunity. However, you did originally mention Anta, who I find is doing well on its own.
You are right that they can find alternative sports to try to build up their brand as well.
