Anta Sports has taken another decisive step in its global expansion with the launch of the “Kai 1 Speed” basketball shoes, co-designed by Kyrie Irving’s father. On September 28, the exclusive “Twin Flame” colorway hit the shelves of more than 60 Foot Locker stores across North America and Europe, as well as DSG Footwear locations. Notably, the Kai 1 Speed is featured in 44 of Foot Locker “Home Court” stores in the US—premium outlets dedicated to basketball and deeply rooted in NBA culture.
This marks a new chapter for Anta, following the global debut of the Kai 1 series in Dallas in March, with subsequent rollouts in New York, San Francisco, Dubai, Singapore, Manila, and cities across China, including Beijing, Shanghai, and Guangzhou.
The release is a cornerstone of Anta’s broader global strategy. Until now, its presence in North America was largely confined to niche sneaker boutiques. But breaking into major retailers like Foot Locker and DSG changes the game. Together with JD Sports, these three chains dominate the sports retail landscape in the West, wielding immense influence with their vast networks and market authority. For context, as of August 3, Foot Locker alone operates 2,464 stores across 26 countries, including North America, Europe, Asia, Australia, and New Zealand.
For international sportswear brands, securing space in these retailers is a major milestone. It’s no surprise that Nike’s incoming CEO, Grant Hill, has made rekindling relationships with brick-and-mortar retailers like Foot Locker a central part of his leadership plan. Outgoing CEO John Donahoe faced criticism for a D2C strategy that strained Nike’s retail partnerships, creating room for emerging brands like On and Hoka to fill shelves as physical retail rebounded post-pandemic.
Nike’s challenges underscore the importance of mainstream retail channels in the Western sports market. What makes Anta’s entry into 44 Home Court stores particularly notable is the highly selective nature of these outlets. Developed with Nike and Jordan Brand, Home Court stores aim to cement Foot Locker’s dominance in sneaker and basketball culture. Only a handful of brands—Nike, Jordan, Adidas, Under Armour, and New Balance—are showcased in these prime spaces, with Anta now joining their ranks.
For Anta’s CEO, Xu Yang, this international push is personal. In an interview last October, Xu spoke about his vision: “Everyone hopes to leave a legacy during their tenure… I want Anta, under my leadership, to truly become a global brand.”
Xu also emphasized the importance of Anta’s partnership with Irving as a gateway to global markets. “International retail chains give you one chance—a small display with ten pairs of shoes. You only get one shot. If you succeed, you’ll earn more space in the future. But if you fail, the door that Kyrie opened will close.”
Securing shelf space in top Western retailers is more than just a milestone for Anta—it’s a make-or-break moment. The brand is now positioned for its first real test in the Western market, and the stakes couldn’t be higher.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Ren Cairu for 36Kr.