Chinese sports brand Anta will open its first retail space dedicated to athletic shoes, Anta Sneakerverse or ATSV, inside Beijing’s Taikoo Li Sanlitun shopping centre on March 23, local media have reported.

ATSV aims to offer a combination of both white and black label sneakers as the team behind the new concept, led by Zhou Shijie, works to hone its assortment over time, the company said.

The store’s logo is inspired by a pair of shoelaces.

Beyond plans for exclusive, white-label designs and more easily accessible, trend-led black label shoes, ATSV will primarily look to establish roots in local sneaker culture, all with an eye to anticipating and optimising opportunities for product personalisation.

The new Anta Sneakerverse store in Beijing. Image courtesy.