Press Releases

Download PDF Version

ANTA Sports Signs Contract with Prominent New Generation NBA Point Guard Rajon Rondo

Grandly Launches the Good Value-for-money RR1 Basketball Shoe Adhering to ANTA Sports' "Basketball is Priceless" Concept

(Hong Kong, 9 October 2013) ANTA Sports Products Limited (“ANTA Sports” or the “Company”, stock code: 2020), a leading branded sportswear enterprise in China, is pleased to announce that the Company has signed an endorsement contract with Rajon Rondo, a new generation NBA superstar and starting point guard for the Boston Celtics, on the evening of 8 October (Boston time). A winner of the NBA championship and a four-time NBA All-Star, Rajon Rondo is at his peak. His addition to the Company’s endorsement portfolio not only strengthens the Company’s brand new “Basketball is Priceless” basketball strategy, but also represents a major triumph in the competition for top tier sports resources between Chinese sportswear brands and international sportswear brands.

Rajon Rondo has been paying close attention towards the cooperation between ANTA and the NBA; and ANTA’s respect on basketball players as well as its professional attitude towards basketball product development led to his collaboration with ANTA. Most importantly, Rajon Rondo is also a strong believer in ANTA’s basketball concept of “Basketball is Priceless” and is honored to participate in this basketball strategy. He also looks forward to make contributions towards promoting the sport of basketball in collaboration with ANTA Sports.

In addition, the first basketball shoe meticulously designed by Anta Sports designated for Rajon Rondo’s battles in the NBA - the RR1 – made its debut at the signing conference. Adhering to the principle of high value-for-money of ANTA products, the RR1 is available at the price of only RMB399, but fully meets basketball players’ on-court needs, including fit, support, protection and breathability. In other words, the RR1 is fully equipped with all the necessary functions of basketball shoes designed for top players, but at a price that is affordable by the mass consumer groups, which is a perfect representation of ANTA Sports’ basketball concept of “Basketball is Priceless”, in which the Company believes that the good value-for-money RR1 basketball shoe can make more basketball lovers’ dreams come true.

Mr. James Zheng, Executive Director of ANTA Sports and Brand President of ANTA, said, “Rajon Rondo, an outstanding representative of the new generation of NBA stars, demonstrates a basketball spirit of ardent perseverance and never holding back, which is fully in line with ANTA’s brand spirit of ‘Keep Moving’. On the other hand, our new ‘Basketball is Priceless’ basketball strategy means that power cannot be measured by price, and professional basketball shoes do not need to be very expensive to provide excellent performance, which is the perfect embodiment of Rajon Rondo and ANTA Sports’ shared philosophy. For the next several years, ANTA Sports will partner with NBA superstars Rajon Rondo and Kevin Garnett to promote the popularity of practical basketball, to allow more mass consumers to own professional, high-quality, yet affordable good value-for-money basketball shoes, and to enjoy the happiness of playing basketball on their favorite basketball court.”

Photo 1: Mr. James Zheng, Executive Director of ANTA Sports and Brand President of ANTA, presents the basketball jersey of “Basketball is Priceless” to Rajon Rondo.

Photo 2: Rajon Rondo showcases the RR1, the first basketball shoe meticulously designed by Anta Sports designated for him.

-End-

About Rajon Rondo
Rajon Rondo, 27, joined the NBA in 2006 and has been on the roster of the Boston Celtics since the 2006-07 NBA season. After his breakout performance in his rookie season he became the starting point guard in the following year; he and the Celtics’ “Big 3” were the major contributors to the team’s NBA Championship victory in the 2007-08 season. In subsequent seasons, Rajon Rondo has been one of the core players of the Celtics, and helped to bring the team to the NBA Finals once again in the 2009-10 season. With his shining performance, Rajon Rondo is a four-time NBA All-Star and a two-time member of the NBA All-Defensive first team. He was also the NBA steals leader in 2010, and a two-time NBA assists leader in 2012 and 2013, establishing himself as a top point guard in the NBA.

About Rajon Rondo's first designated basketball shoe - the RR1
ANTA Sports specifically designed the RR1 for Rajon Rondo. The soul of the Celtics, Rajon Rondo will wear the RR1 into battles in the next NBA season to lead the team to the NBA Finals once again. RR1 comes in white and green, matching the palette of the Celtics, and also features elements specific to Rajon Rondo, including the silhouette logo of Rajon Rondo’s signature move on the tongue, and the number 9 on the heel, highlighting the personal style of Rajon Rondo in this basketball shoe. (Please refer to photos below)

The silhouette of Rajon Rondo’s signature move on the tongue

In terms of technological applications, the RR1 adopts a special asymmetrical lacing design for the shoe to embrace the foot more effectively and from different angles; the lateral side of the shoe features molded foam design to provide sufficient support and protection to the sole, enhancing the safety of the heel and sole during exercise. Meanwhile, to match the conditions of exerting force during exercise of the human body, A-Jelly is applied to the forefoot to provide high-speed rebound and to boost explosive force and speed when driving to the basket and changing directions. Furthermore, the TPU stabilisation system at the arc provides better support to the arc, which also increases the support to and steadiness of the sole. The RR1 also features a PP film hot-melt design on the medial side, which improves the breathability of the shoe and keeps the wearer cool and comfortable even after prolonged intensive exercise. (Please refer to the below photos for more details)

PP film hot-melt design on medial side

About ANTA Sports Products Limited
As one of the leading branded sportswear enterprises in China, ANTA Sports Products Limited primarily designs, develops, manufactures and markets sportswear, including sports footwear, apparel and accessories. The Group has an established extensive distribution network with a leading presence in second- and third-tier cities in China under the management of regional distributors. The Group places great emphasis on branding by integrating sports resources and sponsorship, advertising and promotional activities and consistent store image to enhance brand and product differentiation. For the past 12 years, its footwear has been enjoying a leading position in China’s composed index on market share.
 

For further information, please contact:

ANTA Sports Products Limited
Investor Relations Department
Tel:     (852) 2116-1660
Fax:     (852) 2116-1590
E-mail:    ir@anta.com / ir@anta.com.hk

Hill+Knowlton Strategies Asia
Linda Pui / Jingo Chan
Tel:     (852) 2894-6378 / (852) 2894-6213
E-mail:    anta@hkstrategies.com