As the number of runners in Korea grows quickly, brand competition around the running market is intensifying. Overseas premium running brands are joining a market once dominated by global sports labels such as Nike and Adidas, creating a more layered competitive landscape. In particular, brands pushing high-priced items like T-shirts and shorts that cost hundreds of thousands of won are entering Korea one after another, spreading a "luxury competition" in the running market.
According to the industry on the 18th, British running brand UVU recently opened its first brick-and-mortar store in Korea in Seongsu-dong, Seoul. UVU, a running-wear brand that began in London, offers products centered on performance apparel and running gear. Taking the Seoul Marathon held on the 15th as an opportunity to target the domestic market, it released a limited lineup featuring a "Seoul Metropolitan City" graphic. Sleeveless T-shirts are priced at 170,000 won, and hoodies at 240,000 won.
Earlier last year, Berlin-based running brand Optimistic Runners operated a pop-up store (temporary shop) to mark the Seoul Marathon. Although it is a relatively new brand that launched in 2023, it gained attention among runners as it rose to fame through celebrities and influencers. T-shirts and tights are priced in the high-100,000-won range.
As Korea's running market grows, demand for scarce overseas premium brands is increasing. Leading examples include France's SATISFY, dubbed the Hermes of running, as well as SOAR, District Vision, and SAYSKY. Most tout distinctive philosophies, technology, and design, and have secured enthusiast bases mainly within runner communities.
SATISFY is known for high-priced products that combine advanced performance and design. Basic T-shirts or shorts cost in the 200,000–500,000 won range, while performance jackets or vests are in the 700,000–900,000 won range. It is set to officially enter Korea this year, and for now can only be bought via overseas direct purchase or at select premium select shops.
Recently, as running has taken root as a lifestyle beyond a simple exercise or hobby, consumption that considers performance, design, and brand identity together is increasing, analysts say. Along with the spread of running crew culture, the so-called "runningcore" trend of using running wear like everyday clothing is continuing.
Premium running shoe brands have already established a presence in the Korean market. HOKA of Deckers Outdoor in the United States and ON, a Swiss sports brand, are drawing attention not only among runners but also general consumers, accelerating store openings and distribution channel expansion. ON opened its first street-level shop in Hannam-dong on the 12th, following company-operated stores at The Hyundai Seoul in Yeouido and Lotte World Mall in Jamsil in Nov.
Canada's trail running brand Norda, Boston-based running brand Tracksmith in the United States, and SATISFY are also drawing attention in the premium running shoe market. Most running shoes cost well into the hundreds of thousands of won, but collaboration models with popular brands sometimes trade at a premium on the secondary market.
Established global sports and outdoor brands are also responding to the expanding running market. Nike, Adidas, Lululemon, and Patagonia are making running a key growth category and are rolling out performance-focused new products one after another. They are also expanding running-related external events and community programs.
SPA (specialty retailer of private-label apparel) brands are following suit. Musinsa Standard and Uniqlo are expanding their running-related lineups to target the value-for-money market. Products such as the Musinsa Standard sports line and Uniqlo's caps, gloves, and vests have become basic items among runners, spreading by word of mouth.
The industry estimates the running population in Korea at about 10 million. That is more than double the roughly 5 million in 2017. The number of domestic marathons is also steadily increasing. According to the marathon club website Marathon Online, about 530 marathons were held last year, 136 more than in 2024 (394).