The Olympics: A Battleground for Sports Brands

Remember every four year’s Olympics? At the beginning of last year, I watched the women’s freestyle skiing and saw Eileen Gu from China win gold. Apart from her amazing performance, what really stood out was Anta’s big red logo. That moment made it clear to me – the Olympics are a critical opportunity for sports brands, both for showcasing their presence and for building their brand identity.

I’ve observed that in the coverage of the Olympics by mainstream Chinese media, be it the Summer or Winter Games, the presence of Anta is ubiquitous. This includes images of competition venues, previews of sporting events, and even street-style photos of athletes. Notably, even the winter jackets worn by Chinese leaders while visiting the venues prior to the Olympics’ opening were from the Anta brand.

It’s noteworthy that big media outlets in China, like CCTV and People’s Daily, don’t lean heavily into advertising. However, when a brand becomes an official partner of the Olympic Committee, its logo finds its way into all Olympic-related coverage. This type of exposure, combined with the influence of mainstream media, not only enhances the brand’s market recognition but also aligns with China’s “Create in China” strategy, aimed at fostering the development of domestic brands.

Anta, seizing this opportunity, acted swiftly in 2009 following the expiration of Adidas’ contract with the Chinese Olympic Committee, becoming the Committee’s official sportswear partner. From that moment on, Anta’s presence began to grow in China’s streets and alleys, joining the ranks of commonly seen international sports brands like Adidas and Nike. Since then, Anta has consistently focused on sports marketing, sponsoring a variety of domestic and international sporting events, such as the Asian Games, the Olympics, and the National Games. This approach has enabled Anta to forge deep emotional connections with consumers, significantly enhancing the brand’s influence and loyalty.

In 2019, following Eileen Gu’s joining of the Chinese national team, Anta swiftly established a collaboration with her, making her one of the early brand ambassadors. Gu’s exceptional performance at the Beijing Winter Olympics not only brought honor to the Chinese team but also yielded substantial benefits for Anta. Beyond sponsoring the athlete herself, Anta excelled in the Winter Olympics with its ‘peripheral sponsorship,’ providing everything from staff uniforms to athletes’ award ceremony outfits. This immersive marketing strategy turned Anta into a fashion focal point during the event, leading to the sentiment that

“Wherever you watched the game, Anta was there.”

Additionally, influencers on Xiaohongshu (Little Red Book) noted, “In the past couple of years, fashion bloggers mostly shared outfits from Nike, Adidas, and Lululemon. During the Winter Olympics, it was all about Anta, overshadowing even Nike and Adidas, especially when Anta bore the national flag.”

Macro data, such as trending search rankings, also reflect the strategic accuracy of Anta’s alignment with significant national events. From January 1st to February 20th, 2022, Anta appeared in Weibo’s hot searches 53 times, with 25 of those appearances making it into the top ten. Across all platforms, Anta achieved a remarkable 20 billion in brand exposure and topic readership.

To sum it up, Anta is more than a sports brand. Their involvement with the Olympics has made them a symbol of national pride and progress. For sports brands, the Olympics are not just a chance to show off; they’re an opportunity to become a part of something bigger and gain respect and recognition.