The differences between Anta and Xtep:

1. Different years of establishment

Anta was founded in 1991; Xtep was founded in 2001.

2. Different brand endorsements

Anta signs sports stars to build its brand; Xtep is the first idol artist to endorse sporting goods.

3. The years of listing are different

Anta was listed in Hong Kong in 2007;

4. Different advertising slogans

Anta’s advertising slogan is “Never Stop”, while Xtep’s advertising slogan is “Extraordinary Feeling”.

5. Different visions

Anta’s vision: to become a respected world-class multi-brand sporting goods group; Xtep’s vision: to create the first global sports fashion brand [2]? Become a respected national brand operator; Xtep focuses on the sporting goods industry.

6. Different missions

Anta’s mission: Integrate self-transcendent sportsmanship into everyone’s life; Xtep’s mission: “Extraordinary feeling” is Xtep’s tireless pursuit and is Xtep’s Life-long beliefs and ideals.

Extended information

In 1991, the ANTA logo was hung for the first time at the door of a shoemaking workshop in Jinjiang, Fujian. After more than 20 years of development, ANTA Sports Goods Co., Ltd. The company has now become the largest comprehensive sporting goods brand company in China.

In 1999, Anta signed Kong Linghui as its image spokesperson, launched the brand slogan "I choose what I like", and pioneered the "sports star + CCTV" marketing model in China. The improvement of the brand drove strong sales growth, and the turnover quickly exceeded 200 million from more than 20 million.

Since then, Anta has completed the construction from production to brand wholesale, and focused on penetrating into second- and third-tier cities. "We need to become a leader in the value chain." Ding Shizhong said. Facing more and more imitators, he is always thinking about how to run faster and take the lead in Jinjiang, where competition is becoming increasingly fierce.

Xtep is the avant-garde of fashion, fashion, individuality and freedom. Xtep has created a unique set of characteristic culture suitable for its own brand. Fashion, avant-garde, freedom and rebellion interpret the "Xtep" brand culture. High taste, high pursuit and strong innovation ability and vitality give the "Xtep" brand core value.

In 2011, it sponsored the La Liga Villarreal team, becoming the first Chinese brand to sponsor La Liga. Under the guidance of the "Sports +" strategy, Xtep hopes to take runners as the core, understand, guide and meet the needs of runners at different stages, build an Xtep running ecosystem, and create a platform where runners can "step in and be inseparable every step of the way" Runner service platform.

Reference materials: Baidu Encyclopedia-Anta

Baidu Encyclopedia-Xtep