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Inside Anta's Explosive Growth in Footwear Sales Following Kyrie Irving's Split from Nike

Anta's partnership with Kyrie Irving sparks a 1,900% growth in sneaker sales, positioning the brand as a major player in the basketball footwear market. Despite limited availability in North America, the Kai 1 sneaker's success is reshaping the sneaker industry, challenging Nike and Adidas.

Digital Worldwide News

January 13, 2024

Anta’s ability to leverage Kyrie Irving’s popularity and expertise is driving the brand’s success in a competitive industry, reshaping the global sneaker landscape

At the beginning of this month, Chinese sportswear giant Anta made headlines by signing footwear contracts with three more NBA athletes, including Daniel Gafford of the Dallas Mavericks. This move came after NBA superstar Kyrie Irving’s dramatic split from Nike, positioning Anta to solidify its place in the competitive basketball footwear market. Irving, despite being involved in controversy, continues to be a prominent figure in basketball and sneakers.

Irving’s sneaker debut with Anta in March, the Kai 1, has played a significant role in driving Anta’s success. According to data from StockX, Anta is now the fastest-growing sneaker brand in 2024, showing an astronomical 1,900% year-on-year growth. The Kai 1, priced at $125, accounts for three-quarters of Anta’s sales on the platform, with a 20% resale premium bringing its price up to $150 per pair. The black version is particularly popular, signaling a strong demand despite limited retail availability in North America.

Anta’s growth follows its strategic partnership with Irving, who now serves as both a player and creative director for the brand. While Nike dropped Irving in 2022 due to controversy, Anta seized the opportunity to bolster its market share, making moves to challenge industry leaders like Nike and Adidas. In 2023, Anta’s revenue hit $8.5 billion, putting it on par with Puma.

Here’s how news outlets are reporting on this story.

Bloomberg: Kyrie Irving’s Kai 1 Sneakers Drive Anta’s Sales Surge After Nike Split

According to Bloomberg, Anta's partnership with Kyrie Irving is a game-changer for the brand, especially after Nike severed ties with the player in 2022. The article highlights how the release of Irving’s Kai 1 sneakers has significantly boosted Anta’s resale figures, driving a 1,900% increase in year-over-year growth. Bloomberg emphasizes the importance of this surge for Anta’s expansion into Western markets, traditionally dominated by Nike and Adidas.

The outlet also reports on Anta’s strategy to expand its basketball market share through high-profile athlete endorsements, like Irving’s deal and those with other NBA stars. This move, paired with the success of the Kai 1 sneakers, positions Anta to compete seriously with Western giants. The article further notes that Irving's role as creative director is a key element in the brand's appeal, attracting more basketball fans and sneaker enthusiasts.
Read more on Bloomberg

FashionNetwork: Kyrie Irving’s Anta Shoes See Surge in Demand After Nike Split

According to FashionNetwork, the article focuses on the substantial demand for Kyrie Irving’s Kai 1 sneakers, marking a pivotal moment for Anta in its quest to expand globally. FashionNetwork notes that the Kai 1 sneakers’ strong resale numbers on StockX reflect a growing acceptance of Anta’s footwear, despite the brand’s limited physical retail presence in North America. The outlet attributes much of the surge to Irving's influence and the sneaker's design appeal.

The article also touches on the broader impact of Anta’s rise, highlighting how the company’s sponsorship of major athletes and its strategic positioning in the basketball market have helped it challenge Nike’s dominance. The emphasis is placed on the brand’s future trajectory, supported by Irving’s leadership and the growing recognition of Anta’s products.
Read more on FashionNetwork

FootBoom: Anta’s Footwear Demand Surges Following Kyrie Irving’s Split from Nike

According to FootBoom, Anta has experienced a massive increase in demand, largely driven by Kyrie Irving’s partnership with the brand. The article focuses on the impressive rise of the Kai 1 sneaker, noting that it has become Anta’s most popular model, accounting for most of the brand’s sales on platforms like StockX. FootBoom highlights the significant year-on-year growth of 1,900%, showcasing the brand’s successful entry into new markets, particularly in North America.

The article also delves into Anta’s strategy to challenge the dominance of Nike and Adidas in the basketball and sneaker markets. With high-profile signings like Irving and his Mavericks teammate Klay Thompson, Anta is positioning itself as a major competitor. FootBoom also acknowledges the significance of Irving’s dual role as both athlete and creative director, which has further solidified his and Anta’s place in the sneaker world.
Read more on FootBoom