Chinese sportswear maker Anta Sports Products Ltd has announced a strategic partnership with domestic motorcycle brand Zxmoto, positioning itself as the latter's global strategic cooperation brand.

Under the deal unveiled earlier this week, Anta will support Zxmoto at international racing circuits, including world-class motorcycle events, and debut a co-branded line of athletic footwear and apparel.

The collaboration coincides with Zxmoto's recent racing triumphs. In March, the brand claimed both podiums in the WorldSSP category at the World Superbike Championship (WSBK) Portuguese round, a milestone for a Chinese motorcycle manufacturer in a competition historically dominated by European, US and Japanese brands. By May, at the Czech round, Zxmoto had secured its fifth championship victory of the season.

Anta said that the partnership reflects its broader strategy of bolstering Chinese sports brands and supporting domestic industry growth.

The first co-branded collection draws inspiration from Zxmoto's championship-winning 820RR bike. Design elements such as the "Champion Red" color and the winning number "53" are featured prominently across jackets, footwear and apparel.

In Anta's Tmall flagship store, the line is front-and-center. Prices start at 299 yuan ($44.13) for short-sleeve t-shirts and 469 yuan for racing-style shoes.

According to Anta, the collection aims to translate Zxmoto's racing success into wearable sportswear for consumers, creating a tangible link between domestic technological achievement and lifestyle branding.

The Anta partnership signals a growing trend of Chinese brands leveraging each other's reputations to gain global recognition, underscoring the country's shift from "Made in China" to "Created in China" narratives in global manufacturing.

The partnership comes as Anta pursues international expansion. The group recently launched its first direct-operated flagship store in Los Angeles, marking a significant investment in North America.

The move is part of Anta's broader three-year plan, which includes opening 1,000 stores across Southeast Asia, entering Middle Eastern markets and expanding into major international retail channels such as Foot Locker and DSG in North America and Europe.

Despite the marketing push, early consumer feedback has raised questions about the co-branded products' design.

Zhang Duo, senior editor at Motorcycle magazine, hailed the partnership as a win-win for the two influential Chinese brands. But he added: "Though the collection leverages Zxmoto's racing heritage, the apparel lacks the technical design features and fashionable cuts typically expected in motorsport collaborations."

Zhang made a comparison with co-branded offerings in Formula 1 and said other motorsports markets often feature more refined design execution.

Zxmoto currently partners with more than 40 companies, ranging from domestic giants like Eastroc Beverage, DJI, Midea and Honor, to international suppliers including Pirelli, Shell and SKF.

wangzhuoqiong@chinadaily.com.cn