# DTC

Anta's Beverly Hills Move: How China's Sporting Giant Plans a Premium Push into North America

Anta opened its first U.S. flagship in Beverly Hills as part of a broader global push following major acquisitions including Amer Sports and Jack Wolfskin, and a proposed stake in Puma. The flagship is a strategic attempt to reposition Anta as a premium, technically credible global brand ahead of the 2028 Los Angeles Olympics, but it faces steep competition from entrenched incumbents and cultural hurdles in North America.