Basketball shoe and apparel brand And1 announced that it will be expanding to China as part of a deal struck between its parent company Sequential Brands Group and Guirenniao Co., Ltd., a leading Chinese sports brand.
The new agreement brings Guirenniao Co. and Sequential Brands Group together to develop and distribute the line of men’s and boys basketball clothing, accessories and shoes. The collection is set to launch in 2017 through retail stores and digital retail channels, while 2018 will bring standalone And1 retail stores as well as women’s apparel and footwear.
“With over 300 million people in China playing basketball and a rapidly growing interest in the sport, we see an incredible opportunity to engage with consumers in a critical market, as we look to further expand the And1 brand globally,” said Eddie Esses, Sequential Brands Group active division president.
Already available at select retailers across the globe, the And1 was founded in 1993 and is headquartered in Aliso Viejo, Calf.
“We are pleased to partner with Sequential Brands Group to introduce an authentic lifestyle basketball brand like AND1 to Chinese consumers,” said Tianfu Lin, Guirenniao Co. chairman. “This partnership will serve as an important milestone in the strategic growth and development of GRN as we plan to invest substantially in making And1 a major sports brand throughout China.”