安踏体育用品有限公司（港交所：2020），简称安踏体育、安踏，是中国领先的体育用品企业，主要从事设计、开发、制造和行销安踏品牌的体育用品，包括运动鞋、服装及配饰。
1991年，在福建晋江的一家制鞋作坊门口第一次挂上了安踏的标志，经过二十几年的发展，安踏体育用品有限公司现已成为国内最大的综合体育用品品牌公司。
在2005年，安踏花费近千万资金，建立了国内首个高科技的运动科学实验室，该科学实验室是国家发展和改革委员公布的最新一批通过认定的国家级企业技术中心，是目前中国体育用品行业首家、也是唯一一家国家级企业技术中心，也是迄今为止唯一一家获得国家认定的国家级企业技术中心。自创立以来，已经为安踏贡献了超过41项国家级专利，拥有一定规模的研发团队，被誉为“中国体育科技孵化器”。而自创立了运动科学实验室以来，安踏先后推出了双重减震技术、服装领域的吸湿排汗技术和“三防”功能，新的减震技术持久减震鞋垫、弹力“果冻”技术、弹力足弓结构，超轻EVA材料、柔软EVA材料等多项专业技术，带动了安踏品牌的全方位“技术升级”。
安踏是中国奥委会的合作伙伴，除了为中国体育代表团提供全套领奖装备和生活装备外，还与水上运动管理中心、冬季运动管理中心、拳跆运动管理中心开展了全面合作，为各中心麾下的所有国家队提供专业比赛服和训练服。
2016年6月29日，安踏精心设计打造的象征中国体育最高荣耀的“冠军龙服”在北京水立方揭开神秘面纱，本次奥运龙服将中国传统和现代时尚巧妙地结合在一起，让龙服更加符合潮流。安踏同时开启以“去打破”为主题的奥运传播，希望以此激励全新一代中国奥运健儿能在一个月后的里约奥运会上，向全世界展示中国体育的力量，这也标志着安踏的奥运营销正式启动。
看了关于安踏的广告词的人还看：
他没有他的天赋
他没有他的条件
你无人喝彩
世界不公平
但你有梦想的权利
让心跳成为你的宣言
让疤痕成为你的勋章
让世界的不平等，在你面前低头
ANTA will never stop Keep Moving .。.
Background music:
We are the champions This is a very inspirational song "We are the champion"， and the screen content is very appropriate, Anta never stop, everyone is the champion, as long as you never stop working hard.
Description:
Anta in the second half of 20xx launched its new ad - We are the champions. Accompanied by the "Anta, Keep moving never stop," the atmosphere and inspirational advertising language. The advertisement screen is composed of one athlete's sweaty but sadly fragmented, supplemented by a highly motivating copy of "Let the Scar be Your Medal," emphasizing "Let the world's injustice bow in front of you!" Inspiring people to rise up with Fight their own fate, telling young people to face life to the simple product introduction of the ad, it is undoubtedly unique. I believe that as long as people see this slogan, will feel the power forward! Keep moving never stop .。. .。.
"" Let the heart be your declaration, so that the scars become your medal, let the world unfair in front of you bow "" "Farmhouse in the unknown table tennis players, no one cheer on the country road running teenager, fence In the hard training practicing basketball player, scarred extreme sports enthusiasts, repeated failure of the weightlifting girl, accompanied by the queen of the band "We are the champion" rhythmic music, Anta in September 20xx launched a new commercials, which is A picture of a strange but sincere face. Advertising ideas:
Advertising is ANTA products, but it does not directly describe the quality of the product, but an indirect expression, the athlete's strong will, unyielding spirit given to the product, so that the product has a human vitality.
Advertising is a little story about, high-pitched music, hard training, coupled with incomparably passionate text, "Let the scars become your medal," but we never stop, the perfect combination of music and picture, People touched endlessly, and establish the vitality of Anta will never stop the brand image.
Advertising appeals
Advertising appeals: young and lively, full of vitality, the pursuit of individuality. Thus, Anta will be its user base fixed in 14 years old to 26 years old between young consumers. Like adventure, the pursuit of challenges, unique personality, ahead of consumption, large number of groups, is the overall characteristics of these young consumers.
Ways of appeal:
Anta never stop advertising design in the emotional appeal, through the manufacture of mood to prompt advertising theme, to pull people's heartstrings, and make people memorable, the feelings of the Department of Huai. Therefore, the mood, although based on the ordinary but can play an unusual connotation, which belongs to a visual starting point, but far beyond the picture point of view, it creates a rendering of the atmosphere and mood to people a word A sense of endless aftertaste. In the design of advertising, the aesthetic will be integrated into the creative surface, cleverly "emotional input"， through the use of a variety of lyrical techniques, the introduction of consumers, "emotion, blend of things, I blend, , The natural will make the consumer emotional resonance.
Anta never stop the emotional appeal of advertising the target audience is the consumer, and today's consumers are no longer purely the pursuit of material satisfaction, they not only require ads to inform them of the product information, and information on goods and artistic entertainment, To meet their psychological aesthetic needs, therefore, has a strong artistic and expressive emotional appeal advertising is always easy to attract the attention of consumers and interest, play a guiding role in consumption.
Ad appeal subject:
Focus on publicity product image, Anta this brand is through the efforts to be successful. "Peace of mind entrepreneurship, practical life, a hundred years brand" business philosophy
Overview
Anta is China's domestic sporting goods in the king! All along, Anta to the price for mass consumption, excellent design by the people's favorite! The pursuit of dynamic, the pursuit of excellence, the pursuit of beauty, which is ANTA to pass the information! It is the pursuit of sports spirit, but also for people to praise the other side!
Anta (China) Co.， Ltd. Was founded in 1991, the Hong Kong International Investment Limited, the Anta (Fujian) Footwear Company Limited, Beijing Anta Oriental Sporting Goods Co.， Ltd. More than 10 years, Anta companies adhering to the "peace of mind entrepreneurship, practical life, a hundred years brand" business philosophy, through unremitting efforts, has developed into the largest production and marketing-oriented integrated sporting goods enterprises. Anta logo: Chi:
The entire symbol for the letter "A" font body, by four different radius of the intersection of circular arc and sound into. The overall composition is simple and generous, dynamic. Graphic bright red color represents the vitality of ANTA and enterprising spirit. "Anta" is the Chinese "Anta" in English, in Greek means "the mother of the earth." But also reflects the ANTA people continue to innovate, dare to struggle and challenge the spirit of self-expression of the ANTA enterprises are determined to do the national "Anta"， a century of "Anta" and the world's "Anta."
Product Description:
Anta is to promote individuality, advocacy through sports show themselves, so ANTA brand is the core of modern sports spirit. Anta and Nike is not the same path, Nike pursuit of sports, sports and sports to a certain type of items appear, and more Anta is a sports leisure image. Anta do not want to do the Chinese Nike, but to do the Chinese Anta, Anta world. Is to establish their own distinct personality, become "China and the world like the Anta"。 Product Positioning:
16- to 28-year-old crowd,
Belonging to high-end products
Sports products ad appreciation:
Case Background
Anta is mainly engaged in the design, development, manufacture and marketing of ANTA brand sports shoes, clothing and accessories, is the leading sports brand, since 20xx, ANTA has 6 years to become China's sports shoes market share of the first brand.
Brand official website carrying ANTA dealers, media, investors, consumers and other multiple communication responsibilities of the audience, in the creative design, we strive to style in simple, atmosphere, in the transfer on the fashion, innovation; strive to shape the ANTA brand international imageAnd fashion characteristics. The site to "Keep Moving" never stop "as the creative concept, the main KV loop structure of a" more than "the brand world, not only convey the brand spirit of Anta, but also reflects the brand vitality of Anta, with various target audiences Communication to achieve a good impression.
连续五年，我们都杀入四强，却与冠军无缘
有人说，这是没有冠军命
我们不相信宿命
只相信，在场上拼命
四强还能更强
越磨砺越光芒
安踏永不止步
一、爱运动，爱上跑步。
二、自由透气，随心而行。
三、我选择 我喜欢。
四、我们敢于追寻，实现梦想，让生活充满缤纷、感动、更美好。
五、我们一直致力于为跑者提供更加舒适的跑鞋。
六、keep moving……永不止步。
七、连续五年，我们都杀入四强，却与冠军无缘，有人说，这是没有冠军命，我们不相信宿命，只相信，在场上拼命，四强还能更强，越磨砺越光芒，安踏永不止步。
八、重要的不是多一个头衔（乒坛巨星王皓），拿个大满贯（网球金华郑洁），不是史册留名（中国划艇队），因为我们有一个共同的'名字——中国。这一刻，安踏，为中国，永不止步。
九、我很平凡，没有过人的天份，没有命运的恩宠，现实总把我和理想隔开，世界不公平，但我知道，有一个内在的我，不甘平庸，渴望自由，无所不能，我坚信，只要执着和努力，总有一天，一个真正辉煌的我会离我越来越近，让伤痕成为我的勋章，让世界的不公平，在我面前低头，Keep moving 永不止步。