Brand Tone

Performance-Oriented & Innovative, Aspiring & Empowering, Community-Focused & Inclusive, Increasingly Sustainable & Responsible, Confident & Ambitious, Culturally Relevant (especially in China)

Brand Values

• •Innovation & Technology
• •Quality & Performance
• •Accessibility & Inclusivity ("Sport for All")
• •Sustainability & Environmental Responsibility
• •Perseverance & "Keep Moving" Spirit
• •Customer Value
• •Integrity and Gratitude

Best Practices

• •Emphasize Performance and Technology: Always highlight the innovative features and tangible performance benefits of the products. Use strong, active verbs and specific technological terms where appropriate (e.g., "NitroEDGE cushioning," "carbon neutral certified").
• •Maintain an Empowering and Aspirational Voice: Use language that inspires athletes to push their boundaries and achieve their personal best. Connect product features to the user's journey and goals. The "Keep Moving" ethos should be a common thread.
• •Integrate Sustainability Naturally: When relevant, weave in messages about sustainable materials, carbon neutrality, or eco-friendly production processes. Position these as added value, not just a footnote.
• •Foster a Sense of Community: Address the audience directly ("ANTA Fam," "you") and speak to shared values of sport and perseverance. Highlight collaborations with athletes to build connection.
• •Be Confident and Forward-Looking: Reflect ANTA's ambition and its position as a growing leader in the sportswear industry. Use a tone that is assured and optimistic about the future of sport and the brand's role in it.

Social Perception

Growing Global Contender, Associated with Key Athletes, Value for Money & Quality, Improving Brand Image, Leader in Sustainability (emerging perception), Strong in China, Expanding Elsewhere, Fashion-Forward (through sub-brands like FILA)

Copy Examples

• •Headline: Elevate Your Game. Engineered for More. Body: Don't just play. Dominate. ANTA’s new XT-Pro series, infused with our latest NitroEDGE cushioning, delivers explosive energy return and unparalleled stability. Crafted with sustainable materials, because peak performance shouldn't cost the planet. #KeepMoving #ANTASportswear
• •Headline: The Future of Speed is Here. And it's Greener. Body: Introducing the ANTA Mach 4 running shoe – carbon neutral certified and built to break your limits, not the planet. Experience revolutionary lightweight design and responsive power with every stride. Run the change. #ANTARunning #SustainableSpeed
• •Headline: Inspired by Champions. Designed for You. Body: Feel the dedication, the drive, the relentless spirit. ANTA partners with world-class athletes like Kyrie Irving to bring you gear that meets the highest standards of performance and style. Unleash your inner champion. #ANTAFamily #KyrieIrving
• •Headline: Beyond a Shoe. It's a Commitment. Body: With the new ANTA KAI 1 "Enlightened Warrior," every detail is crafted for superior play, reflecting Kyrie Irving's artistry on the court. Made with a focus on quality materials and a more sustainable future. Step into your power. #ANTAHoops #KAI1
• •Headline: Your Journey. Our Innovation. Keep Moving. Body: From neighborhood courts to global stages, ANTA is there. We believe sport is for everyone, and our gear is built to support every leap, sprint, and challenge with cutting-edge technology and a commitment to accessibility. What's your next move? #SportForAll #ANTATech