Whether you understand it or not
Just like it enough
Basketball is a sport that doesn't pick people
Love is equal
This is how we perceive the world
【October 19, 2021】Basketball in China has a unique professionalism and vertical circle layer. But for ANTA, the basketball culture that belongs to China is not to force foreign ideas on the body, but to enlarge the spirit and value that belongs to itself. At the same time, as a brand that continues to help the common development of professional sports and national sports, ANTA knows that behind the long-term development of sports projects is a deep understanding and positive inheritance of basketball culture. Therefore, it has become the mission of ANTA Basketball to create a platform that crosses the circle layer, and with basketball fans and more friends, to jointly define and create our own basketball culture.
Today, ANTA announced that Bai Jingting has become the global spokesperson for the promotion of ANTA basketball, and will work with him to create a basketball and sneaker culture that represents China. At the same time, the release of the official theme film, through Bai Jingting's dialogue with basketball fans of different identities, conveyed that even if there is no court, no audience, no opponent, no talent, no conditions, as long as you like it, basketball is not the "spirit of equality" that does not pick people, the boundaries of the sportsmanship are constantly expanding, condensing the attitude of more young generations, and growing up with China's basketball culture.
At the same time, Bai Jingting's same basketball series products have also been released on the WeChat public account "Anta ANTA", Douyin "ANTA Flagship Store", Tmall "ANTA Official Website", Jingdong "ANTA Official Flagship Store" and other cross-platform synchronous sales, inviting basketball fans to experience the new culture of ANTA basketball for the first time.
(Screenshot of ANTA's "Love is Equal" theme film)
Perceiving the World: Start with a love of equality
"Love is equal, this is how we perceive the world", from the top stadium to the "crazy" street, basketball has always been an open, inclusive, action-oriented sport.
The basketball tournament IP "Crazy" founded by ANTA has been precipitated for five years and has gradually developed into one of the most concerned IP of domestic basketball fans. It not only covers the top street basketball events and professional basketball sports product lines in China, but also an equal and mutually progressive platform that gathers many basketball sports enthusiasts, and is the core position to promote the spread of domestic basketball culture. On the "crazy" court, love is real, love is equal, this is an ANTA with the help of basketball culture, passed on to the young generation of China to perceive the world.
After work, Bai Jingting often appears on the court, calling himself "Xiao Bai, a basketball lover like everyone else", to love and identify with his friends. He believes that although everyone has different talents, the love of basketball is equal, and it is not only the strength of the court that is seen, but also the people who have a positive attitude to face basketball.
(Bai Jingting became the global spokesperson for the promotion of ANTA basketball)
National Perception: White Play
On October 19th, ANTA held an ANTA "Is It White Basketball Today" theme activity in Beijing and Guangzhou Twin Cities, opening the designated basketball venue to the public for free, inviting basketball enthusiasts from all over the world to join the competition, regardless of age, gender, region, and skill level, and enjoy equal love together.
A special "Love Interaction Session" was set up at the event site, and big and small golfers were invited to participate in the live experience activities and ball games. In the Beijing live game, the youngest player in the game, 11-year-old Ling Yuhan, cooperated with his teammates to break through the layup and score frequently. She said that although she is a girl and relatively young, it does not affect her love of basketball. Usually, in addition to self-training at home, competing with everyone in the school team is a matter of tiredness and willingness.
(11-year-old young player Ling Yuhan participates in the Beijing live competition)
(Beijing audience participates in the love interactive session)
In addition, the veteran players who participated in an ANTA's "Going Crazy" activity, Cao Fang, Chang Lechen, Zhong Xianchao, etc. appeared on the court. At the scene in Guangzhou, Zhong Xianchao and the on-site golfers formed a "love team" and "equality team" to lead golfers of different ages to carry out the "Crazy 4v4" challenge. Not only competing with each other on the court, but also fully infecting the scene with the love of basketball by the "crazy people". "As long as you like it enough, basketball is not a sport that picks people."
(Zhong Xianchao appeared< did you play basketball in vain today> Guangzhou)
(< did you play basketball in white today> Beijing occasion photo)
(< did you play basketball in vain today> Guangzhou occasion photo)
Next, the "white play game" will also become a new basketball IP after ANTA's "going crazy", for a wider range of basketball fans, in the future, it will unlock more city courts, let basketball integrate into life, and create a unique basketball culture with the younger generation.
"Professional-oriented" has always been the foundation of the ANTA brand, and has long adhered to the ability of R&D and innovation comparable to international standards, and has quoted professional-level technology and materials into mass commodities, providing every sports enthusiast with a more professional choice on an equal footing. Constantly use self-developed technology, big data, etc., to support the basketball equipment suitable for the foot type and sports habits of the Chinese people, so that more basketball enthusiasts can use more suitable equipment for themselves, perform more eye-catching results, and reflect the "love of sports, China has Anta".
In the future, ANTA Basketball will also cooperate with Bai Jingting, the global spokesperson for basketball promotion, to continue to increase investment, combine the design and innovation of ANTA basketball with consumer demand, explore new heights, create a basketball brand representing the young generation, and create a basketball culture belonging to Chinese young people. (Orient Net)