ANTA Debuts Beverly Hills Flagship With Star Power and Media Buzz, Marking Direct Push Into U.S. Market

LAPost/LOS ANGELES, Cali — Feb. 13, 2026 — Chinese sportswear giant ANTA opened its first North American flagship Friday in Beverly Hills, drawing a crowd of fans, influencers and media and signaling the company’s most visible step yet toward building a direct retail presence in the United States.

By mid-morning, the block outside the new store had taken on the feel of a sneaker drop. Lines formed early as basketball fans, fashion creators and livestreaming bloggers gathered with cameras and phones raised. Reporters from major U.S. outlets mingled with Chinese-language media, while social media personalities broadcast the ribbon-cutting in real time, amplifying the launch far beyond the upscale shopping corridor.

The ceremony brought together a high-profile guest list underscoring the strategic importance of the U.S. market. ANTA Brand CEO Samuel Tsui joined NBA stars Kyrie Irving — the brand’s global ambassador and chief creative officer — and Klay Thompson, a four-time champion and longtime partner, for the official ribbon cutting.

Civic and diplomatic representatives in attendance included Beverly Hills Mayor Sharona Nazarian, Commercial Counselor Peng Jing, Consul Yi Qing and Vice Consul Dong Huichao from the Chinese Consulate in Los Angeles, as well as a representative for Los Angeles County Supervisor Kathryn Ann Barger.

Tsui called the opening “a milestone moment,” describing the store as both a retail hub and a platform for long-term engagement with American consumers. The flagship places ANTA in one of the world’s most competitive luxury and sports retail districts, positioning the brand alongside established global players as it shifts from distributor-led expansion to direct market operations.

A Store Designed as Brand Statement

Spanning roughly 280 square meters, the space is built around the theme “Eastern Aesthetics, Global Expression.” Chinese red accents, minimalist architectural lines and performance-driven displays frame collections ranging from the Kyrie Irving KAI signature line to running and lifestyle products. Athlete storytelling installations highlight ANTA’s basketball focus, while interactive zones invite visitors to test footwear technology.

The company says the location will function as a “sports lifestyle hub,” hosting running clubs, community basketball events and product workshops — an approach aimed at cultivating brand loyalty beyond traditional retail transactions.

Strategy: From Exporter to Global Brand

The Beverly Hills debut reflects a broader shift in ANTA’s global strategy — from exporting products to building brand equity through owned retail and localized engagement. Chairman Ding Shizhong has described the company’s evolution as a three-stage process: operating international brands in China, building global management capabilities and now expanding ANTA itself as a worldwide label.

That trajectory is expected to continue. The company plans additional U.S. activations, including a basketball-themed ANTA Park at Santa Monica Pier during NBA All-Star Weekend, and has signaled potential expansion into other major markets such as New York.

For now, the Beverly Hills flagship serves as both showroom and symbol — a physical marker of ANTA’s ambition to compete not just on performance technology, but on culture, visibility and long-term presence in the world’s most influential consumer market.

（By: Richard Ren/LAPost)