Major Chinese sportswear company Anta launched its bespoke brand Antauni at the 19th Jinjiang Footwear and Sports Industry International Exposition that kicked off in the Fujian province city on April 18.

The company began offering its digital tailoring service in March, which has been popular among consumers according to Anta's branding director Zhu Minjie.

The booth was decorated with graffiti and freestyle hand drawings, which allowed visitors to appreciate something of the company's characteristic feel. Visitors to the booth were able to place tailored orders and appreciate footwear designs by international celebrities.

The tailoring service, which costs a mere 50 yuan ($7.26), allows consumers to alter the color of select footwear. In time, the company hopes to offer customers a range of alternations including material and style. The bespoke brand is Anta's attempt to adapt to changing market demands among young consumers.

Anta was established in Jinjiang, Fujian, in 1991, and has since experienced rapid growth and become a famous footwear and sports gear producer in China.

Visitors experience Anta's bespoke service Antauni at 19th Jinjiang Footwear and Sports Industry International Exposition that will run in Jinjiang city, Fujian province until April 21.[Photo/szb.qzwb.com]