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Shoe Enterprise Anta: Representing China'S Sports Brand Cultural Symbol

2011/1/11 10:02:00 170

In January 11th, we thought.

In January 17, 2009,

Anta

In 2010, the Organizing Committee of the China prize winning equipment finals of the Asian Games moved the class of Xiamen University humanities college into the Anta training camp.

At the same time, the organization promoted the "zero distance" dialogue between the contestant and the chief designer of Anta. Face to face interpretation, Anta will pcend the spirit of the Asian Games and integrate into the final works by product design.

The traditional Chinese culture and the spirit of modern sports have collided with each other, bringing the weapon of the mind to the ten top runners in the finals.

A master of culture interprets Anta: China's sports

brand

Cultural symbols

"Since the start of the competition, I have seen many Chinese athletes who have implanted Chinese elements such as dragon, the Great Wall and calligraphy in their designs.

The award winning equipment of the Chinese champion of the Asian Games embodies the sense of belonging of Chinese designers to Chinese culture and profound cultural details.

As a seeded player to win the Chinese champion's prize equipment in the Asian Games, it can show the humanistic feelings of Chinese designers at the most glorious moment. You are the pride of the Chinese design community.

In the humanities classroom of Anta concentration camp, the national director of the Chinese Modern Foreign Philosophy Research Association and vice president of Fujian Provincial Foreign Philosophy History Research Association and Professor Wang Shanjun of Xiamen University Humanities Institute talked about the "Chinese style" which was very impressive. The Chinese traditional culture is a national culture that reflects the national characteristics and features of the Chinese civilization. It is a culture with distinctive national characteristics, a long history, profound connotation and excellent traditional culture.

Therefore, only by inheriting and advancing with the times can Chinese culture develop.

I have always been very concerned about this competition, especially seeing that many of the works of the contestants are ancient and modern. Integrating Chinese elements with contemporary Chinese sports spirit and fashion trend can be regarded as a milestone in the progress of Chinese sports culture.

Professor Wang's praise has inspired the contestants, who have expressed the need to carry out the essence of "Chinese culture".

Professor Wang Shanjun as a "Chinese tradition"

Culture

China's cultural industry, corporate culture, etc. have conducted systematic academic research of the master scholars, the competition has been highly evaluated.

Speaking of the contest sponsor Anta Sports Products Limited, Professor Wang is very proud of the host of Xiamen, and even said: "Anta is the first Chinese enterprise to have the soul of Chinese sports culture. It attaches great importance to the inheritance and innovation of Chinese culture. As early as the market situation of short supply in 1997, it signed the sports star Kong Linghui on the first initiative, pushing the Chinese culture to the world. Anta has become a Chinese brand cultural symbol!" {page_break}

Dialogue with Anta's chief designer: using a humanized design to show China's image to millions of viewers.

The humanities class at Xiamen University has made the athletes feel like a spring breeze, and realized the importance of cultural accomplishment, especially the profound Chinese culture.

Even more surprisingly, the chief designer of Anta also appeared in the final training camp to help them do the "Asian Games" lessons.

The core of the 2010 Asian Games Chinese Award equipment design is to emphasize sports attributes rather than just design sense.

At the sacred moment of award, our athletes will face hundreds of millions of viewers through the major media. Therefore, we must pay attention to the handling of visual color and sense of distance to highlight the image of China.

At the same time, we should also consider the climatic conditions of Guangzhou in November, especially the footwear works. We should pay attention to the improvement of air permeability and reflect the humanized design concept to care for our athletes.

COCO, chief designer of Anta shoes Commodity Center, and Xiong Wen, the fashion commodity center designer, did the homework for the last ten rounds.

COCO patiently introduced the rules of the final design to the contestants. He said: "the design of Anta products attaches great importance to the connotation of sports spirit. I hope your work is a breakthrough sublimation, finding a crossover point in Anta's brand concept and unique insights into China's sports spirit, fully displaying the charm of Chinese sports spirit and Chinese sports brand."

The power of an idol is great.

The contestants even invited Anta's two chief designers to team up on the spot. The two chief designers served as the instructors of the final 5 footwear players and the 5 top players in the clothing category, who were responsible for the whole course guidance during the training period.

"The ability to enter the enterprise and learn from the masters will not only bring confidence to our sprint, but also help us in our future work," said Diao Jie, the top ten fashion player.

When Chinese traditional culture meets the spirit of Chinese Contemporary Asian Games, what kind of design classics will bring the top ten Anta players? Today, players will prepare for the first stage to launch the sprint design stage of the 2010 Asian Games Chinese Sports Delegation Award equipment. Let's wipe it out and wait for the wonderful birth.