The brand signed NBA star Kevin Garnett, of the Boston Celtics, to a multiyear endorsement deal this week. Garnett will wear the brand’s sneakers during the 2010-2011 NBA season, and a line of KG sportswear will also be launched.
To promote the new partnership, Garnett will take part in a series of basketball events in Chinese cities Beijing, Xiamen and Shanghai throughout the month of August. Anta also launched a Garnett-themed microsite. The deal is Garnett’s fourth sportswear endorsement in his 15-year career.
“Leveraging Kevin Garnett’s worldwide popularity and influence in the sport will no doubt help support the sustainability of the basketball industry in China, enhance our brand image and bolster our leadership and competitiveness in the basketball market,” Anta Chairman and CEO Ding Shizhong said in a written statement.