ANTA collaborates with China National Geographic
In a recent partnership, ANTA has teamed up with "China National Geographic" to introduce a fresh outdoor podcast series titled "Discovering the World in 'Jia.'" This immersive program ventures into authentic natural environments like pristine forests and glacier landscapes, featuring outdoor explorers, experts, and scholars sharing remarkable anecdotes from their outdoor adventures. The inaugural episode welcomed trailblazing figures such as Wang Tieman, the first Chinese climber to conquer Mount Everest, wilderness survival expert Zhu Weiqiang, as well as Xiaohei, the Director of Hiking China, and Deng Yan, the host of the mountain culture community, sharing their outdoor experiences beneath the Pamir Plateau and the foot of Muztag Ata Peak.
In September of this year, ANTA announced a strategic partnership with "China National Geographic," jointly unveiling the cultural IP "Discovering the World in 'Jia,'" to convey the brand's outdoor ideology of "exploring extreme nature with extreme spirit." While outdoor activities have gained popularity in China in recent years, domestic brands are not the top preference when it comes to outdoor gear and apparel. Previously, ANTA made acquisitions of renowned brands like Arc'teryx and SALOMON, signaling its foray into outdoor sports.
This collaboration not only leverages the precision and professionalism of "China National Geographic" to resonate with outdoor enthusiasts but also capitalizes on its new media platform to reach a young and potential customer base. ANTA aims to communicate outdoor nature-related topics to the public in a professional, extreme, and rigorous manner, shaping a more professional outdoor brand image while cultivating a distinct outdoor cultural spirit for Chinese brands.
