Chinese sportswear brand Anta has expanded its global Kyrie Irving marketing tour to Paris with a Hélà Styled pop-up at Footpatrol boutique. The activation follows similar events in New York and Shanghai, showcasing the Hélà Season 2 collection co-created with the NBA star. The Paris stop reinforces Anta’s European expansion strategy through its partnership with Irving, who serves as the brand’s Chief Creative Officer. The collection features loose silhouettes and a distinctive color palette reflecting Irving’s personal philosophy. Anta is pursuing a dual approach in Europe, launching localized e-commerce sites for five markets while leveraging JD Sports’ retail networks including Footpatrol for physical distribution.