A potential client studies Anta sneakers during an annual expo for the shoes and sports industry in Jinjiang, Fujian province on April 18, 2017. [Photo/Xinhua]

Angus Wardlaw from Edinburgh, United Kingdom, who has worked with Anta for about six months as head of innovation, said he frequently travels on business. He meets with producers of world-leading materials for sporting goods and equipment and with university research teams to discuss innovative developments. Perceptions are changing quickly about made-in-China brands, particularly about Anta, which is the world's third-biggest sportswear company by market value, Chen said.

"Chinese companies such as Anta are pushing innovation and Western companies have no choice but to join in or lose," Wardlaw said. "I came to China because I am an innovator and the next generation of innovation will come from China.

"It is a lot easier to convince global talent from the major brands to move to Anta because of this changing perception," he said.

Zhao, the professor, said even small and medium-sized companies in Jinjiang have set up innovation hubs that benefit all companies in an industrial chain.