ANTA South-East Asia

Anta Sports Products Limited is a Chinese sports equipment multinational corporation headquartered in Jinjiang, China. It is the world's largest sports equipment company by revenue and third-largest manufacturer of sporting goods overall, behind Nike and Adidas.

Through the brand awareness campaign, Anta hopes to formally introduce it's presence to it's South-East Asian markets namely Philippines, Singapore, Thailand, Malaysia and Vietnam.

Nicole worked as the Creative Director for the pitch and campaign execution. The messaging focused on giving Anta's slogan "Keep Moving" singular attention while driving the audience to join the brand community. Let's Go #KeepMoving is a strategic effort to resonate with the mindsets and behaviors of South-East Asian consumers. Turning it's slogan into a hashtag and as part of the campaign tagline, it is a conscious effort to balance creative strategy and upholding stakeholders' interest using social metrics for Anta's internal KPIs.

The creative strategy was centered around designing a unified and robust copy and visual system using existing global brand guidelines, with a prioritization on regional community and influencer campaigns on social media, as well as building brand recognition and perception through in-store, in-mall and digital channels. This project showcases ANTA's commitment to engaging with the South-East Asian market and leveraging the power of social media and community activations to connect with their target audience.