ANTA has successfully concluded the global launch of its latest footwear innovation, ANTA FOLD, at its flagship store in VivoCity, Singapore. The event on 18 July marked the official introduction of ANTA FOLD to the Asia-Pacific market, following earlier launches in Shanghai and Los Angeles. This initiative is part of ANTA’s strategy to expand globally whilst enhancing its localisation efforts in the region.
The launch event featured a community run, which included local running groups, fitness enthusiasts, and Singapore national track athletes Harry Irfan Curran and Laavinia Jaiganth. Participants experienced the new ANTA FOLD H1’s responsive cushioning, inspired by Waterbomb origami, as they ran from ANTA VivoCity towards Sentosa Gateway, highlighting one of Singapore’s iconic waterfront routes.
In addition to the run, the event offered an interactive styling wall and an origami workshop, allowing attendees to engage with the technology behind ANTA FOLD. These activities demonstrated how the shoe’s design integrates performance technology into both business and everyday life, making complex cushioning performance accessible through a simple folded structure.
Singapore, as ANTA’s strategic hub for the Asia-Pacific region, plays a crucial role in bringing the brand’s innovations to local consumers. The launch of ANTA FOLD underscores ANTA’s commitment to making its cutting-edge technology relatable and shareable, aiming to resonate with urban professionals and quality-conscious runners across the region.
