ANTA | US Flagship Launch

ANTA is the biggest sportswear brand in China. Bigger than Nike. Bigger than adidas. When they decided to open their first U.S. store in Beverly Hills, they needed more than a launch. They needed an introduction. But the first question wasn't what to make. It was who to make it with.

LA has a way of knowing when something isn't for them.

So before we built anything, we made sure the people behind it were already part of the community. The anchor collaboration was Noise Complaints, the LA-based YouTube channel and music platform known for their viral live DJ sets. We brought them into the store for a live hour-long DJ set, streamed on YouTube as "Live at ANTA."

That set the tone for two weeks of activations, each with its own concept and reason to show up.

• Chinese New Year a cultural celebration built into the calendar

• Stitch Lab customize your shoes in-store

• Run Club partner with a local running club, leave with a pair

• Trading Card Day walk in, get your photo taken, walk out with a card you could only get there

• Live at ANTA an hour-long DJ set with Noise Complaints, streamed live on YouTube

• Local vendor partnerships throughout the two weeks for free food and drinks