Manny to push Anta
Sen. Manny Pacquiao plans to relaunch Anta in a big way here early next year as his management group takes over the Philippine distribution of the Chinese sports apparel and footwear brand.
Anta is producing a new line of Pacquiao signature shoes with his stylized initials, almost resembling the Superman logo, stitched on the heel. It will come in various colorways for cross-training, boxing and other sports. Pacquiao says Anta will revolutionize the sports industry in the country with highquality products at a reasonable price.
Pacquiao says he wouldn’t have agreed to endorse Anta if he didn’t believe in the brand. “When I tried on the shoes, it’s like I wasn’t wearing shoes,” he says. “They’re lightweight but durable. You can even fold the shoes and they won’t lose shape or get broken. The quality is exceptional and the cost is 40 percent less than the price of the other popular brands.”
Pacquiao signed an endorsement contract with Anta in Las Vegas last November. And last month, he was re-introduced to the Chinese market as Anta’s endorser in a one-week tour that was publicized as embodying the brand’s spirit of “Fight On” and “Keep Moving.” Pacquiao visited the Anta operations center in Xiamen and also went to Beijing. Anta’s previous Philippine distributor is in the process of winding up operations before giving way to Pacquiao’s team. Pacquiao says he’s putting up offices and forming a management group to push Anta up the industry ladder. He’s convinced Anta will take the Philippine market by storm once his team gets going.
Anta is one of several successful Chinese sports brands along with Li Ning, Peak and Kbird. Anta was established in 1994 and maintains over 9,000 retail stores, mostly in China. In 2009, Anta acquired Fila’s operations in China, Hong Kong, Macau and Singapore and has over 800 stores for this brand.
In basketball, Anta’s chief endorser is Golden State’s Klay Thompson who initially signed up in 2014. Last year, Thompson renewed his Anta contract up to 2026 with an estimated value of $80 Million, including incentives linked to sales targets. Other NBA players who’ve worn Anta are Chandler Parsons, Rajan Rondo, Kevin Garnett and Luis Scola. It was recently disclosed that Scola, 37 and a 10-year NBA veteran, will play in the Chinese league this season. Scola is known to Filipino fans as the Argentine national player whom Gabe Norwood posterized with a one-handed slam during the FIBA World Cup in Spain in 2014. “I feel honored to see myself among all the global sports stars and national athletes provided with Anta professional sports gear which, I am personally confident, will help improve my boxing skills and also win in the arena,” says Pacquiao. “Besides, Anta products, which enjoy a high-cost performance, are, in my opinion, very suitable for consumers in the Philippines. So I do hope that with my active promotions, Anta will top over all other sports brands in the Philippines. I am very excited about working with Anta. Not only is it a leading brand in China, but it is making its presence felt worldwide, especially now in boxing. I look forward to advocating the sport with Anta around the world.”
Anta senior director Zhu Minjie says Pacquiao was signed as an endorser “not only because he is a great and strong-willed fighter who never gives up but also for his self-discipline, thus making him a leading example combining sportsmanship with Anta’s brand spirit.”
Anta executive director Zheng Jie adds, “Manny is a world-class champion, who has won many belts and beaten a number of big names during his 21 year career, and also a Filipino senator and serves as an inspiration for all, and not just for sports enthusiasts. Manny is strict with his training routine and never gives up, which is in keeping with our spirit at Anta. With Manny on board, we are determined to inspire all customers to continue to ‘Fight On.’ As Anta supports Manny through his training and competitions, we will enhance our training products to encourage him and our customers to ‘Fight On,’ as well as create professional sporting gear to carry both training and boxing forward into the future.”