Kenenisa Bekele Unveils ANTA's New Tech Lineup

Kenenisa Bekele, the renowned marathon runner, made an appearance at The Running Event on December 3, 2025, to unveil ANTA's new tech lineup.

What happened?

ANTA Sports Products Limited, a top three sportswear company, debuted at The Running Event, showcasing its professional running lineup to a global audience.

Kenenisa Bekele, ANTA Running Ambassador, visited the booth for a traditional "Eye-Dotting Ceremony" to "AWAKEN" the lion, a cultural ritual wishing runners strength and victory.

Why it matters for Kenenisa Bekele

The event highlighted ANTA's commitment to delivering high-quality products and services to the running community, with Bekele at the forefront.

ANTA presented its C-series racing family, including the ANTA C202 7, ANTA C202 G9 2, and ANTA C10 PRO 2, all featuring carbon-plated racing models for runners of all levels.

What comes next?

ANTA will support the Guangzhou Marathon in December, channeling its energy to thousands of marathon participants, with Bekele's involvement likely to draw strong interest.

The "ANTA ZONE 2 90" shoe, recently worn by the first torchbearer of the Milano Cortina 2026 Winter Olympic Games, was also featured, enabling seamless transitions between daily training and race-day efforts.

ANTA's next-generation cushioning platform, PG7 midsole technology, was presented, incorporating advanced cushioning to meet the everyday needs of the running community.

The event drew strong interest from attendees, with many lining up to try on the special-edition model, showing keen interest in the unique symbolism of the "Awaken" colorway.

ANTA Brand CEO Samuel Tsui and other core leadership members attended the ceremony, solidifying the company's commitment to the running community.

The "Color Story Zone" highlighted designs rooted in runners' real stories and cultural inspirations, with the ANTA C-Series "Awaken" colorway symbolizing good fortune and forward momentum.

Kenenisa Bekele's involvement with ANTA is likely to continue, with the company's focus on delivering high-quality products and services to the running community aligning with Bekele's values as a professional athlete.