The weather is getting cooler, but people’s enthusiasm for skiing is increasing, and many of them have learned, participated in and loved the sport because of the Beijing Winter Olympics. Rather than promoting skiing across the country, the world’s most famous ice and snow event gave skiing the chance to “go home,” as evidence suggests that skiing originated in China.
In the Dundblak River valley in Altay Khan’s Degat township, archaeologists have discovered cave painted petroglyphs dating back to around 10,000 BC. These rock paintings recorded in detail the clothing, food, housing and transportation of human beings at that time, among which the figure of “stepping on snowboards” has become an important basis for experts and scholars around the world to investigate and demonstrate the origin of human skiing.
It is ANTA children who actively tell this story to everyone, and Altay has become a source of inspiration for their latest launch of the second generation of down jackets. The down jacket uses Altay to unfold the black and white snow mountains full of prints, the landform, vegetation become the main pattern, children can even find modern and ancient people different skiing scenes, reflecting the dialogue between modern technology and ancient civilization.
As the official sportswear sponsor of the 2022 Winter Olympics, the ANTA brand is supporting “300 million people on ice and snow” with concrete actions. ANTA Children is also responding to the Group’s Winter Olympics communication strategy, guiding more young people to participate in ice and snow sports with scientific and technological products and interesting promotion activities to help the Winter Olympics be held.
Comprehensively help young people “go on ice and snow” and help ignite the 2022 Beijing Winter Olympics
From November 4th to 7th, ANTA children held four outdoor live broadcasts with different themes in Chongli, the venue of the snow sports competition at the Winter Olympics, when the lowest local temperature was minus 18 degrees.
Chongli’s 4-day outdoor live broadcast is rich in content, covering history, humanities, sports, science and other fields. On the first day, ANTA children invited Slanbek Shahsh, the inheritor of the ancient fur snowboard making skills of the intangible cultural heritage, to share the horse skin snowboard, the ancient snowboard making process, which the Kazakh people created to adapt to the Altay climate. The next day, Dong Li, the former head of the Great Wall of Antarctica Station, participated in China’s first Antarctic expedition in November 1984, teaching children life skills in ice and snow in the live broadcast. On the third day, Guo Liang, an expert from the Chinese Academy of Sciences, used experimental methods to help children understand the scientific and technological principles of the second generation of hot return technology. On the last day, ANTA children invited Hu Yi, the coach of the national ski team, to share practical skiing skills with the teenagers.
In fact, being able to bring these guests together is a highlight in itself, and the 4-day event is actually very beneficial for adult audiences from the perspective of teenagers. “Growing up” has always been the brand concept of ANTA Children, and ANTA Children promotes ice and snow sports with practical actions, so that more young people have the opportunity to understand this sport and love this sport. The Shanghai Fashion Week show mentioned above and the Ice and Snow Technology Training Camp are part of ANTA Children’s “I am Here at the Winter Olympics” themed activities. These activities reflect ANTA Children’s brand concerns and the brand’s sense of social responsibility.
Top cold black technology, “this winter is not too cold”
In addition to inviting professionals to popularize ice and snow knowledge and conduct interesting experiments to teenagers, ANTA children also explained in detail the principle of heat return technology of the second generation down jacket of heat return technology.
The second generation down jacket of Hotback Technology is ANTA Children’s fist product this winter, making its debut at the closing show of Shanghai Fashion Week. Under standard experimental conditions, the test temperature of the second generation fabric of Thermorey Technology is 4.7°C higher than that of ordinary fabrics, which can withstand the cold weather of minus 22°C.
Heat return technology is inspired by the insulation of spacesuits. Simply put, the surface of the fabric is covered with a layer of coating with metal ions, which reflects the heat emitted by the body itself back and plays a role in heat preservation. Under normal circumstances, the body’s own heat will quickly dissipate as the temperature decreases. Just like many marathon and trail runners do not wear clothes first after the race, but put on a layer of tin foil, which has achieved the effect of keeping warm.
The second generation of heat return technology is based on the first generation to add breathable design and microbead temperature lock technology. Anta Children’s Product Manager Ge Hong revealed in the live broadcast that after the launch of the first-generation technology, ANTA Children summarized parents’ feedback and added breathable holes on the original basis to prevent sweat from condensing into water droplets. In order to reduce the heat dissipated by breathability, the second generation of heat return technology adds microbeads to lock the temperature, and the microbead layer stores the gas with superior thermal insulation performance to keep warm and insulated. The microbead layer makes the fabric more temperature locking than the generation of products.
This product is jointly developed by Donghua University and ANTA Garment Technology Center, and the second generation of Rehui Technology was recently selected as “Top Ten Textile Innovative Products in 2021” by the China National Textile and Apparel Council. In addition, ANTA Children will also release a joint model of China Aerospace.
Focus on science and technology, deeply cultivate youth sports
Since ANTA Children’s goal is to guide more young people to participate in ice and snow sports, the product must be a pioneer. Among the many products it launches, scientific and technological power is the core guarantee.
ANTA Children has been building and establishing a professional scientific and technological image. In recent years, ANTA Group has continuously increased investment in scientific research, and has applied for more than 1400 scientific and technological patents, ranking first in domestic brands. ANTA Children is also sharing the achievements of the ANTA adult series in the sports science laboratory, and taking the lead in integrating sports technologies such as quick-drying, windproof and waterproof, and warmth into its products to meet the needs of teenagers in different scenarios. The technology that ANTA applies to national team equipment will also be applied to the field of children’s clothing.
ANTA Kids has a first-mover advantage in the industry. Since its official launch in 2008, the brand has long designed and developed comprehensive and professional sports equipment for children aged 1-14. According to Euromonitor, ANTA Children’s current domestic market share is 1.5%, ranking second and first in the field of sports brands, surpassing Nike and Adidas.
More importantly, the earlier a teenager’s awareness of the technological power of a product is established, the more conducive it is to establish an emotional connection with it, and this bud of trust will continue to grow with age. In other words, ANTA Children’s continuous pursuit of product power and brand power is not only the need for brand revenue and development, but also cultivates the next generation of consumers for the brand.
Anta mentioned in this year’s semi-annual report that children’s sports shoes and clothing have great market growth space and industry integration opportunities in the future. In the “5-year strategic goal and 2-year rapid growth plan” released by Anta in July, the development of children’s clothing category is also placed in an important position.
ANTA Children took the lead in identifying and filling vacancies, segmenting product development, and helping the development of youth sports according to different product needs. While the sports industry is looking forward to new products, it also expects ANTA Children to guide the update and iteration of the industry and truly provide scientific and effective assistance for youth sports.