ANTA and LI NING Gear Up for "Milan Campaign"

As the countdown to the Milan Winter Olympics begins, ANTA SPORTS has once again expanded its Olympic footprint in a profoundly symbolic manner. According to an official announcement from ANTA, it has formally become a strategic partner of the Hellenic Olympic Committee and will provide the Greek delegation with a complete set of podium wear and lifestyle apparel. As the birthplace of the Olympic movement, the Greek delegation holds the "privilege" of entering the stadium first during the opening ceremony of every Olympic Games. This signifies that at the upcoming Milan Winter Olympics, which commences in the early hours of February 7th, the ANTA logo will make its global broadcast debut as the very first team marches into the stadium. This undoubtedly creates subtle pressure for LI NING, which has recently regained the sponsorship rights for the Chinese Olympic Committee. Just recently, on January 27th, the mobilization meeting for the Chinese sports delegation to the Milan Winter Olympics was held in Beijing, where members uniformly亮相 wearing the full set of equipment provided by LI NING. Over the past few market cycles, LI NING has endured the growing pains of brand repositioning and channel adjustments. Returning to the core Olympic circle is not only an indispensable cornerstone of its brand equity but also a crucial weapon for re-establishing its "professional sports" label and resisting competitive market pressures. To swiftly convert this "legitimacy" into commercial effectiveness, LI NING has chosen to release retail versions of the delegation's identical products on the very day of the press conference, achieving "zero-delay" synchronization with consumers for the first time. For ANTA SPORTS, which has secured the top domestic position through its multi-brand strategy, continuing to leverage the Olympics as a tool for global brand elevation and professional certification remains a highly cost-effective and viable path. ANTA's first-mover advantage and the depth of its matrix in the Olympic arena should not be underestimated. Through its portfolio of brands, the ANTA camp provides equipment support for 13 Chinese national teams, including short track speed skating and figure skating. In the current market context, Olympic marketing has long moved past the stage of mere brand exposure. Whether it is ANTA's recruitment of international resources or LI NING's reclamation of the core circle, both reflect the underlying anxiety of domestic sportswear brands seeking differentiated competition in a saturated market. The snowfields of Milan have not yet officially begun competition, but this "campaign" concerning brand identity, market share, and global narrative has already commenced.