Well-known global sports brands are teaming up more with Korean fashion brands to revamp their image. With products that emphasize only their existing brand identity and functionality no longer enough to stay competitive, they are looking for a breakthrough through indie labels with distinctive designs and fandoms.
According to the industry on the 10th, Reebok recently unveiled a collaborative collection with the Korean casual fashion brand COLLECT PIECES. Hoodies, sweatshirts, hats and shoes that combine Reebok's brand heritage with COLLECT PIECES' signature logo and other design elements were released, and some items sold out on the official website on the day of launch.
LF Corp., which operates Reebok in Korea, has been pushing a rebranding effort for several years. The strategy is to maintain Reebok's identity as an authentic sports brand while expanding into the lifestyle space through a variety of collaborations. The goal is to broaden consumer touchpoints with so-called "hybrid" products that straddle sports and everyday life.
Puma is also expanding connections with Korean fashion brands. Starting with SAN SAN GEAR, it has steadily introduced collaborations with indie brands drawing attention among younger generations, such as Hello Sunrise and OPEN YY. At the global headquarters level as well, Puma has been working with designer labels such as Jil Sander and Coperni to refresh its image.
In fact, this trend is spreading across global sports brands, not just Reebok and Puma. As the athleisure market at home and abroad has matured, it has become difficult to differentiate with sportswear focused solely on functionality. As a result, indie brands with design competitiveness and fandom are emerging as collaboration partners.
Some analysts say indie brands deliver strong collaboration effects because they move faster than big brands and have clear concepts. In particular, by building fandoms among the so-called "Zalpha generation" (Gen Z plus Alpha), they help add a fresh image to brands and draw in new consumer groups.
In practice, Asics saw strong results with products co-created with the Korean menswear brand UNAFFECTED, leading to a third collaboration last year. Of the three products released on Musinsa, two sold out in all sizes in a little over 10 minutes, and the remaining one also saw some sizes sell out quickly.
New Balance gained popularity with products created with the Korean outdoor fashion brand CAYL. It released a range of items, including footwear, apparel and accessories, and the trail shoes sold out five minutes after launch. The collaboration also drew attention because New Balance's Korea team proposed it directly to the global headquarters and got it approved.
FILA Holdings Corp. once generated so much buzz with diverse collaborations that it even coined the neologism "FILAboration" (FILA + collaboration). Partnerships with Mardi Mercredi, THE MUSEUM VISITOR, Thug Club and MISCHIEF are credited with helping FILA shed its old-fashioned image and secure a younger consumer base.