Anta Sports Plans Major Expansion in Southeast Asia Amid Surge in Retail Sales
Published: September 14, 2025
Anta Sports Products Ltd., the largest sportswear manufacturer in China, is set to significantly expand its footprint in Southeast Asia, aiming to establish 1,000 stores over the next three years. This ambitious plan follows a remarkable surge in retail sales in the region, which nearly doubled in the first half of 2025. The announcement was made by Will Wang, vice president of Anta Group, during a conference in Singapore, highlighting the company’s strategic focus on international growth.
A Strategic Move in a Growing Market
Southeast Asia has emerged as a critical component of Anta’s global expansion strategy. As reported in the company’s interim report released on August 27, Anta had 224 stores outside of China by the end of June. The region’s growing interest in fitness and outdoor activities, coupled with an increase in regional sporting events, is expected to drive demand for sportswear. Raymond Ip, executive director at Crosby Securities, emphasized that this trend will further bolster the market for sports apparel.
Anta’s growth trajectory has been impressive, particularly in the wake of the COVID-19 pandemic, which has sparked a renewed interest in outdoor sports and fitness among consumers. The company aims to position itself as one of the leading global sportswear brands by 2030, a goal that reflects its commitment to innovation and market responsiveness.
Financial Performance and Future Prospects
The financial performance of Anta in recent months has been noteworthy. The company’s overseas revenue surged by more than 150% year-on-year in the first half of 2025, with Southeast Asia playing a pivotal role in this growth. This remarkable increase underscores the effectiveness of Anta’s localization strategy, which the company plans to replicate in other international markets.
The localization model involves tailoring products and marketing strategies to meet the specific preferences and cultural nuances of different regions. This approach has proven successful in China, where Anta has capitalized on the growing popularity of outdoor sports. By adapting this model for Southeast Asia, Anta aims to create a strong brand presence that resonates with local consumers.
The Competitive Landscape
Anta’s expansion plans come at a time when the global sportswear market is becoming increasingly competitive. Major players like Nike, Adidas, and Puma have long dominated the industry, but Anta’s rapid growth and strategic initiatives are positioning it as a formidable contender. The company’s focus on quality, innovation, and customer engagement has allowed it to carve out a niche in the crowded marketplace.
Moreover, the rise of e-commerce and digital marketing has transformed how sportswear brands connect with consumers. Anta has embraced these changes, leveraging online platforms to enhance its reach and engagement. This digital-first approach is particularly relevant in Southeast Asia, where internet penetration and online shopping are on the rise.
Recent Developments and Market Reactions
In the wake of its expansion announcement, Anta Sports also addressed rumors regarding a potential acquisition of Canada Goose Holdings Inc., a Toronto-based apparel retailer. The company firmly denied any involvement in such discussions, reaffirming its focus on organic growth and market expansion.
The response from investors and market analysts has been largely positive. The ambitious store expansion plan is seen as a proactive step to capitalize on the growing demand for sportswear in Southeast Asia. Analysts believe that if executed effectively, this strategy could significantly enhance Anta’s market share and brand recognition in the region.
Conclusion
Anta Sports Products Ltd. is poised for significant growth in Southeast Asia, with plans to open 1,000 stores in the next three years. The company’s impressive financial performance and strategic localization model position it well to capitalize on the increasing demand for sportswear in the region. As Anta continues to navigate the competitive landscape of the global sportswear market, its focus on innovation and consumer engagement will be crucial in achieving its ambitious goals. With a clear vision for the future, Anta is not just aiming to expand its presence but also to redefine the sportswear experience for consumers in Southeast Asia and beyond.
