Hankook Tire & Technology (Hankook Tire) is expanding its touchpoints with consumers by collaborating with consumer goods corporations and sponsoring exhibitions to elevate the value of its global unified brand "Hankook."

According to the industry on the 4th, Hankook Tire recently unveiled the running shoe SAPAE 2, co-developed with the sports brand Pro-Specs, at the 2025 Chuncheon Marathon. The product is made using rubber generated during the production process of Hankook Tire's high-performance tires. Hankook Tire said it applied the pattern of the Dynapro, a tire dedicated to sport utility vehicles (SUVs), to improve grip.

Hankook Tire sets up the Hankook X Pro-Specs brand collaboration booth at the 2025 Chuncheon Marathon. /Courtesy of Hankook Tire

Hankook Tire operated a collaborative booth with Pro-Specs during the event. A Hankook Tire official said, "It is to share sustainable values and philosophy with customers who enjoy running, which has grown into a pillar of the domestic sports culture, and to increase familiarity with the brand Hankook."

Hankook Tire also launched the camping accessory "Ball Fit" in collaboration with the outdoor brand Helinox. Ball Fit prevents camping chairs from sinking into or wobbling on the ground. As Hankook Tire's tire products demonstrate a high level of grip performance, the intention is to infuse the company's brand into everyday life.

Ball-Feet, a product released through Hankook Tire's collaboration with Helinox. /Courtesy of Hankook Tire

Hankook Tire is also stepping into the cultural sphere, starting with the "Hyper Collection," a group exhibition of 25 contemporary artists last year. It sponsored a solo exhibition by Kian84 and showcased collaborative works, and it also released collaborative apparel with the fashion brand "Super Fast." A Hankook Tire official explained, "We are meeting diverse customers and sharing the brand through collaborative projects that cross various boundaries."

Hankook Tire is strengthening brand promotion online as well. It carried out a collaboration with Nexon Korea's popular mobile game KartRider Rush+ and introduced in-game items using its electric vehicle brand ION.

Hankook Tire plans to increase opportunities for customers to experience its brand more often in everyday life.

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