ANTA Sports Products Limited, a leading branded sportswear enterprise in China, is pleased to announce that the Company has signed an endorsement contract with Rajon Rondo, a new generation NBA superstar and starting point guard for the Boston Celtics, on the evening of 8 October (Boston time).
A winner of the NBA championship and a four-time NBA All-Star, Rajon Rondo is at his peak. His addition to the Company’s endorsement portfolio not only strengthens the Company’s brand new “Basketball is Priceless” basketball strategy, but also represents a major triumph in the competition for top tier sports resources between Chinese sportswear brands and international sportswear brands.
Rajon Rondo has been paying close attention towards the cooperation between ANTA and the NBA; and ANTA’s respect on basketball players as well as its professional attitude towards basketball product development led to his collaboration with ANTA.
Most importantly, Rajon Rondo is also a strong believer in ANTA’s basketball concept of “Basketball is Priceless” and is honored to participate in this basketball strategy. He also looks forward to make contributions towards promoting the sport of basketball in collaboration with ANTA Sports.
In addition, the first basketball shoe meticulously designed by Anta Sports designated for Rajon Rondo’s battles in the NBA - the RR1 – made its debut at the signing conference. Adhering to the principle of high value-for-money of ANTA products, the RR1 is available at the price of only RMB399, but fully meets basketball players’ on-court needs, including fit, support, protection and breathability.
In other words, the RR1 is fully equipped with all the necessary functions of basketball shoes designed for top players, but at a price that is affordable by the mass consumer groups, which is a perfect representation of ANTA Sports’ basketball concept of “Basketball is Priceless”, in which the Company believes that the good value-for-money RR1 basketball shoe can make more basketball lovers’ dreams come true.
Mr. James Zheng, Executive Director of ANTA Sports and Brand President of ANTA, said, “Rajon Rondo, an outstanding representative of the new generation of NBA stars, demonstrates a basketball spirit of ardent perseverance and never holding back, which is fully in line with ANTA’s brand spirit of ‘Keep Moving’.
On the other hand, our new ‘Basketball is Priceless’ basketball strategy means that power cannot be measured by price, and professional basketball shoes do not need to be very expensive to provide excellent performance, which is the perfect embodiment of Rajon Rondo and ANTA Sports’ shared philosophy.
For the next several years, ANTA Sports will partner with NBA superstars Rajon Rondo and Kevin Garnett to promote the popularity of practical basketball, to allow more mass consumers to own professional, high-quality, yet affordable good value-for-money basketball shoes, and to enjoy the happiness of playing basketball on their favorite basketball court.”
