Anta Banking on Basketball

ANTA Sports Products has posted an 11.6 percent decrease in turnover to for the first six months of 2012 according to its interim unaudited company results.

The company said via a statement that it is facing common difficulties that exist in the Chinese sportswear market and that it will implement a well-defined brand management strategy to achieve marketing success.

The company has recently announced a new partnership with the Chinese Basketball Association and the Chinese University Basketball Association and has also launched a competition called the Outdoor Street Basketball League that will involve over 10,000 players.

For the first six months of the year, profit from operations also decreased by 17.9 percent during a time when it further integrated its endorsement and sponsorship resources with its interactive promotions and featured products to enhance brand and product recognition.

ANTA is optimistic its involvement in basketball, women’s sports and running sports in China will help strengthen its position after the marketing benefits of a Chinese Olympic Committee sponsorship failed to help the company overcome economic conditions.

Popular singer, Jane Zhang was used in a television and online campaign to help promote the Outdoor Street Basketball League. {jcomments on}