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Opinion: China’s Sneaker Wars Are Just Kicking Off

The sheer number of international activewear players operating in China, which is in the midst of an outdoor sports boom, undercuts the idea that Chinese consumers have shunned foreign brands entirely, writes Juliana Liu.
Anta Sports advertisement | Source: @antasportsofficial Instagram
Nike ceded the top activewear spot in China to Anta Sports five years ago. (Instagram @Antasportsofficial)

A flurry of earnings has revealed some surprises in China’s $67 billion sportswear industry. While homegrown players still lead the pack, competition is coming from niche Western makers of performance gear favoured by serious athletes.

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Further Reading

Anta Just Saved Puma

After months of speculation, Anta has finally acquired the Pinault family’s 29 percent stake in Puma. Suddenly, the brand’s future doesn’t seem so bleak.

Dispatches From Shanghai: Inside China’s New Luxury Landscape

On his first visit to Shanghai since before the pandemic, Imran Amed finds a market that has fundamentally changed — from status spending to stealth wealth, from megabrands to homegrown labels, from fashion focus to lifestyle emphasis — and asks, can Western brands catch up?

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