Sportswear brands ride fitness boom in Korea

2013-10-01 18:12

Sportswear brands ride fitness boom

By Rachel Lee
As an increasing number of consumers here take an interest in fitness and a healthier lifestyle, sports brands are entering the fitness industry as a way of attracting them.
According to industry sources, some established sportswear makers have already begun to work with local gym and yoga professionals and launched their own training apparel collection. “We have just entered the fitness industry with our new partner Jfla, and with their help, we hope people with no interest in sports become aware of the fun element when doing it,” said EXR Korea spokesman.
The Korean sportswear brand, which was established in 2001, has entered the industry by sponsoring a well-known group of fitness trainers called Jfla since last April. For beginners of all kinds of sports, EXR Korea has introduced the EXR Progressive Dance Training program, which consists of simple, easy and fun dance moves and steps that people of all ages can enjoy. The program is available in major fitness clubs nationwide.
The company also sponsored the third All Fitness International Convention held this month in Ilsan, Gyeonggi Province.
According to the sportswear manufacturer, it aims to focus on performance, fitness and cycle training clothing collections rather than existing casual wear lines to become an ultimate urban sports brand.
“We are currently working on our 2014 spring/summer fitness clothing collection show and planning to expand our new business in earnest with the show,” said the company spokesman.
FnCKolon’s sports brand Head has jumped into women’s sports market with this season’s new “Ego Line.”
The Korean apparel maker has collaborated with celebrity yoga trainer Jessica from last season to launch the yoga wear collection, which is designed to perfectly fit the Korean women’s body shape and type so that it helps to maximize the exercise effect and results. The Ego Line is sold in the country’s major department stores.
According to the company, apart from the new yoga collection, it plans to start an aggressive marketing and sales strategy, which includes becoming a main sponsor of the CrossFit and Spartan Race events as well as continuing to introduce professional training apparel designs.
Reebok, a British producer of athletic footwear, apparel and accessories, is penetrating the fitness market with its new Fit Hub concept counter, which opened this month in Lotte Department Store. According to the company, the counter is designed to inspire people to move, train and get fit, and have fun doing it. It’s also a place where people can go to find trusted advice, guidance and information on community based fitness events.
“We define fitness as sports for a better and healthier life, and to help people build up fitness we provide both training clothing and a variety of fitness programs,” said the company spokesman.
The sportswear brand has been a major sponsor of the Reebok CrossFit event for three years, which has become one of the popular sports among athletes, celebrities and many other people around the world. It also sponsors a total of 14 CrossFit gyms nationwide.