Sequential to Expand AND1 to China

Sequential Brands Group has partnered with China-based sports brand Guirenniao Co. to launch its basketball brand AND1 in the region.

April 6, 2018

Sequential to Expand AND1 to China

Basketball lifestyle brand will launch next year across traditional and digital retailers.


Under the terms of the agreement, Guirenniao will work with Sequential to develop and distribute a line of branded basketball apparel, accessories and footwear for men and boys.

“With more than 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,” says Eddie Esses, president, active division, Sequential.

The new AND1 collection is slated to debut in 2017 across traditional and digital retail channels. Standalone AND1 retail stores, as well as women’s apparel and footwear, is set to launch in 2018.

“We are pleased to partner with Sequential Brands Group to introduce an authentic lifestyle basketball brand like AND1 to Chinese consumers,” says Tianfu Lin, chairman, Guirenniao. “This partnership

will serve as an important milestone in the strategic growth and development of Guirenniao as we plan to invest substantially in making AND1 a major sports brand throughout China.”

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