ATSV Art Campaign and Beyond Arrival

The ANTA SNEAKERVERSE Global Flagship Store Opening Warm-up Art Campaign was curated by UCCA Lab and commissioned ArchAeology Group for brand-related works creation and warm-up strategy. ArchAeology Group formulated the overall creative planning to create an impactful event marketing campaign for the debut of ATSV, an ANTA Sports sub-brand. Their planning encompassed brand concept development, a digital art short film, offline hoarding and peripheral design, and offline event planning.



For ATSV, ArchAeology Group produced the digital art short film "Beyond Arrival," blending Chinese characteristics and multicultural scenes to present the brand's local-global strategy. Fast-cut surreal scenes conveyed rapid iteration and boundless creativity. The use of AIGC technology resonated with the pursuit of breakthrough innovation. In the film, Kyrie Irving's appearance symbolizes the brand's inherited sports spirit, while Wang Yibo, as a fashion icon, introduces the new brand logo to the public by folding the shoelaces, marking the birth of the ATSV Multiverse.



ArchAeology Group proposed the "ATSV Multiverse" concept, where the diverse ATSV world corresponds to the multi-dimensional and cutting-edge sports products of the sneaker collection store. Based on ANTA's "Keep Moving" spirit, they developed the slogan "Every Movement Inspires," aligning with ATSV's new product line positioning and values.



Offline, ArchAeology Group designed store hoardings featuring brand ambassadors Wang Yibo and Kyrie Irving and distributed peripheral products. Brand fans and KOLs took photos at the hoardings and shared them on social media, forming a cohesive community for the new brand.



ArchAeology Group created significant brand exposure and influence for ATSV's debut, familiarizing the public with the new logo and closely associating it with ANTA's brand and fashion trends. The slogan "Every Movement Inspires" encouraged young people to find inspiration, break limits, and forge their own paths amidst diverse choices, sparking widespread discussion in society.