Anta's Rise: A Major Threat to Nike and Adidas in China

April 29, 20263 min readAsia

Anta leverages China's market to challenge global sportswear giants.

Anta’s China Edge Is Now Nike and Adidas’ Big Risk

Anta is converting China market scale, lower prices and political fit into leverage as Nike and Adidas lose ground in their old growth engine.

BBC’s latest China coverage highlights Anta as the Chinese sports brand now taking on Nike and Adidas. The real shift is bigger than one company’s rise: Anta has become the market leader in China sportswear, with roughly 23% share in 2025, and is now using that home-market strength to push outward through acquisitions, including a deal to buy about 29% of Puma for roughly €1.5 billion. That gives Ding Shizhong’s group leverage on two fronts — it can squeeze foreign brands in China while building a broader global portfolio of labels and distribution. With Puma stake, China’s Anta seeks to enter the arena with Nike and Adidas China’s Anta becoming top Puma shareholder with $2.3 billion stake

Why Anta has the leverage

China used to be a growth engine for Western sportswear groups. It is now a pressure point. Nike’s Greater China revenue declined for a fifth straight quarter through the end of August, and management has warned that China remains a longer recovery story amid stronger domestic competition. Nike reports surprise sales growth, but CEO warns of more work ahead amid tariffs, China drag

Anta’s advantage is not only nationalist branding. Analysts also point to a simpler commercial fact: Chinese consumers increasingly see domestic brands as good enough — and often better value. SCMP reports that local players have gained ground because they offer improving design and durability at lower prices, while some consumers no longer see the premium for global labels as justified. From swoosh to local: Nike loses ground in China as domestic rivals start to sprint

Politics amplified that trend. After some Western brands distanced themselves from Xinjiang cotton in 2021, Chinese brands including Anta and Li Ning publicly backed it, helping local firms capture market share in a politically charged consumer environment. Jefferies now expects more than 5% year-on-year growth in China sportswear retail sales in the first two months of 2026, with domestic brands leading the rebound. Warm winter no match: China’s sportswear sector posts surprise growth

Who gains, who loses

The immediate winner is Anta, because it can serve multiple price points through a portfolio model — mass market, premium outdoor, women’s activewear, and now a deeper link to a European global brand. That is a different playbook from building one flagship logo. It also fits the broader competition story in Global Politics and international markets: Chinese firms are no longer just defending the home market; they are using it as a base for outward consolidation.

The losers are clearest in the income statement. Nike and Adidas are not just losing sales in China; they are losing pricing power and cultural centrality in a market that once justified premium valuations. Nike reports surprise sales growth, but CEO warns of more work ahead amid tariffs, China drag

What to watch next

Watch two things. First, whether Anta turns its Puma stake into operational influence rather than passive ownership. Second, whether the next Nike and Adidas China results show stabilization or another leg down. If foreign brands cannot recover share in China, Anta’s rise stops being a domestic success story and becomes a global competitive threat.

Originally published by BBC.

Sources (10)

Struggling Nike will cut around 1,400 jobs | The Straits Times

straitstimes.com

Nike closes in on UEFA ball deal as Adidas bows out | The Straits Times

straitstimes.com

Adidas gets running lift from 2 sub-2-hour runs, 2 world records at London Marathon | South China Morning Post

scmp.com

Adidas innovation underpins Sawe's historic sub‑two marathon in London | The Straits Times

straitstimes.com

Adidas shares rise after 'supershoe' helps seal sub-two hour marathon win | The Straits Times

straitstimes.com

With Puma stake, China’s Anta seeks to enter the arena with Nike and Adidas | The Straits Times

straitstimes.com

From swoosh to local: Nike loses ground in China as domestic rivals start to sprint | South China Morning Post

scmp.com

Nike reports surprise sales growth, but CEO warns of more work ahead amid tariffs and China drag

straitstimes.com

Warm winter no match: China’s sportswear sector posts surprise growth | South China Morning Post

scmp.com

China’s Anta becoming top Puma shareholder with $2.3 billion stake | The Straits Times

straitstimes.com

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