From Olympic Marketing to Multi-Brand Matrix: ANTA's Marketing Growth Code for Becoming the Top National Sports Brand

Against the dual background of the upgrading of global sports consumption and the rise of the "Guochao" (national trend) culture, the competitive landscape of China's sportswear market has been restructured, bringing new development opportunities for local brands. Starting as a local manufacturing enterprise in Jinjiang, ANTA Group has achieved leapfrog development through the coordinated implementation of the dual strategies of Olympic marketing and multi-brand matrix. In 2021, with a revenue of 49.33 billion yuan and a market share of 16.2%, it surpassed Adidas China and topped the list of local sportswear brands. Taking ANTA Group as the research object, this paper adopts case study and comparative research to systematically sort out its layout process of Olympic marketing and the construction path of multi-brand matrix, and analyzes the implementation details, coordination mechanism and value transformation logic of the two strategies. The study finds that ANTA's Olympic marketing has realized the value upgrade from short-term brand exposure to long-term brand asset accumulation, becoming the core engine of revenue growth. The multi-brand matrix construction model centered on "acquisition + localization transformation" has realized the differentiated positioning and coordinated development of each brand, activating the Chinese market value of international brands. The mutual empowerment and coordinated development of Olympic marketing and multi-brand matrix have become the key for ANTA to break the long-term monopoly of international brands and achieve a market breakthrough. The conclusions of this paper provide practical references and path inspirations for marketing innovation and brand upgrading of local sports brands.