Nike's biggest Chinese challenger has landed in L.A.

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China’s sportswear giant has arrived in Los Angeles County.Nike rival Anta Sports opened its first North American retail store in Beverly Hills earlier this month as it seeks to expand its international presence.The company’s jackets have been sported on the slopes by brand ambassador Eileen Gu — the San Francisco-reared, Chinese Olympic skier — throughout the Milan-Cortina Winter Olympics.Stephen Curry of the Golden State Warriors has also been spotted donning personalized Anta shoes.Anta is already the largest sportswear company in China, with annual sales of more than $10 billion worldwide.

It is jumping into the crowded U.S.sportswear market, starting with a roughly 2,500 square-foot store.

Its main business is running and lifestyle shoes marked by a simple birdlike logo — the letter “A” turned sideways — that range from $80 to more than $200.The store opened Feb.13 with an event attended by Dallas Mavericks players Kyrie Irving and Klay Thompson, both former Nike athletes who have signed endorsement deals with Anta.

Irving, who has signed on with the company as its chief creative officer, launched his own line of “Kai” basketball shoes, including a recent one that celebrated Chinese New Year.The new store reflects Anta’s “commitment to the U.S.

market,” Anta brand’s Chief Executive Samuel Tsui said in a statement.The space is meant to function as a “community and cultural hub,” with run clubs and other programs intended to celebrate the “intersection of Chinese American heritage, sport, and performance innovation,” according to the company’s statement.Anta is the flagship label of parent conglomerate Anta Sports Products, which was founded in 1991 as a small footwear company.The name loosely translates to “peaceful steps.” Its brand motto is “Keep Moving.”The company went public on the Hong Kong Stock Exchange in 2007.

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