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ANTA Sports Launches "Basketball is My Life" Marketing Campaign

Consolidating Basketball Resources to Create Synergy - Enhancing ANTA's Brand Influence in the Basketball Segment

(Hong Kong, 8 December 2011) ANTA Sports Products Limited (“ANTA Sports” or the "Company", stock code: 2020), a leading branded sportswear enterprise in China, is pleased to announce that it has recently launched the brand new “Basketball is My Life” marketing campaign. It is ANTA’s first-ever all-round promotional campaign that integrates its basketball sponsorship resources with product and in-store marketing promotion. The synergy created will further solidify ANTA's brand influence in the basketball segment.
 
“Basketball is My Life” brings the Company’s endorsed basketball stars and its partnership with the Chinese Basketball Association (“CBA”) together. A series of event including sharing of the Company’s endorsed basketball stars striving stories (namely Kevin Garnett, Luis Scola, Liu Xiaoyu, Zhou Peng), Basketball Life Contract – Favourite CBA Team, the CBA Club Open Day, ANTA CBA Basketball Life Community program, Share Your Best “Basketball is My Life” Story, as well as Cement Basketball League for High Schools, helps to strengthen ANTA’s leading professional position in the basketball segment. Extensive promotions will be launched through digital social network and broadcast media in addition to TVCs and other media so as to enhance the desirability and product differentiation of ANTA’s brand as well as to boost performance in retail sales. The latest TVC has been uploaded to the ANTA’s corporate website and can be viewed at the link below:
http://www.anta.com/bktball2/.
 
Along with this campaign, ANTA Sports has launched a new series of basketball shoes featuring "the Four Mythical Creatures". The new basketball shoes – White Tiger, Vermilion Bird, Black Tortoise and Azure Dragon – cater for basketball lovers who emphasise strength, speed, control and all-round ability respectively. Besides, viewers of “Basketball is My Life” website can join lucky draw with gifts of CBA and endorsed basketball players. They can also obtain coupons for online shopping, which helps further promote the Company’s e-business.
 
As the CBA’s 2011-2012 season kicked off recently, Mr. Wang Shipeng, the Most-Valuable Player (“MVP”) of last season’s finals, received the “Golden Basketball Shoe” from ANTA Sports, the sole equipment and sportswear sponsor of the CBA, at the first game of the season. The design of the “Golden Basketball Shoe” is based on the all-round basketball shoes of 2010-2011 season and is made of 24K gold. “ANTA MVP of 2010-11 CBA” is engraved onto the side of the shoe, showing ANTA Sports’ continuous support towards the CBA.
 
Chairman and CEO of ANTA Sports, Mr. Ding Shizhong said, “The ‘Basketball is My Life’ promotional campaign integrates our consolidated basketball resources and our understanding of the basketball spirit. It also reflects the great strides we have made in our basketball sponsorship portfolio, from CBA to Kevin Garnett. Moreover, unlike the one-way promotion we did in the past, we have tied the advertising and activities of this campaign with our retail sales, in addition to our interactive online advertising. We believe it will arouse more attention and will raise awareness among the public and consumers, and will help to bring us closer to basketball lovers and to further foster our leadership in the mass market basketball segment.”
 

 
Photo 1: Mr. Wang Shipeng, the MVP in the CBA 2010-2011 Finals, receives the “Golden Basketball Shoe” from ANTA Sports, at the first match this season.

Photo 2: A new series of basketball shoes featuring "the Four Mythical Creatures" is launched that are designed in the name of White Tiger, Vermilion Bird, Black Tortoise and Azure Dragon, which cater for basketball lovers who emphasise strength, speed, control and all-round ability respectively.
 
 
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 an 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 ten 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 Limited
Gary Li / Linda Pui
Tel:    (852) 2894-6239 / (852) 2894-6378
E-mail:    anta@hillandknowlton.com.hk