Core Insights - The Paris Olympics is creating a significant opportunity for sports brands to enhance their global presence, with Anta and Adidas being the most prominent brands in China [2][3][4] - Anta has surpassed Adidas and Nike in revenue within China, securing its position as the leading sportswear brand in the country, while globally, Nike and Adidas still dominate [4][11] - The Olympics serves as a major platform for brands to increase visibility, with a consensus that spending $100 million on sponsorship can boost brand awareness by 3%, compared to just 1% in other marketing channels [7][9] Anta's Globalization Strategy - Anta aims to become a global brand, not just a Chinese equivalent of Nike, and has initiated a global strategy with the launch of its first basketball shoe globally [11][12] - The company has made several acquisitions, including FILA and Amer Sports, to facilitate its global expansion, although FILA has faced declining growth in recent years [13][14][15] - Amer Sports, acquired in 2019, is seen as a key asset for Anta's globalization, with brands like Arc'teryx and Salomon under its umbrella showing strong performance [15][18] Performance and Challenges - FILA's growth has been inconsistent, with a decline in revenue growth rates from 2019 to 2023, attributed to market saturation and lack of innovation [14][19] - In contrast, Amer Sports has shown promising growth, with a 13% increase in revenue in the first quarter of the year, indicating a potential turnaround for Anta's global strategy [18][19] - Despite the successes, both Amer Sports and Arc'teryx face challenges in gaining traction in international markets, particularly in North America and Europe, where competition is fierce [21][22] Market Positioning - Anta's strategy includes a focus on direct-to-consumer (DTC) sales to enhance brand control and consumer experience, which has shown positive results domestically [22][23] - The company recognizes the need for localized product innovation and systematic channel management to succeed in global markets, moving beyond mere acquisitions [23]