Swiss sports brand On, one of the most popular running shoe brands, has recently started running com..

We promoted “On” as a running community. Opportunities for customers to experience the product

A community run by running shoe brand On. [Picture = SNS]

Swiss sports brand On, one of the most popular running shoe brands, has recently started running community activities ahead of its direct entry into Korea. It is interpreted as a strategy to increase consumer contact points prior to full-scale business expansion such as the establishment of domestic stores.

According to the industry on the 6th, On has been operating a running community called “AOR,” which runs through downtown Seoul every Friday since August. It is also popular as it provides a service for participants in the community to try on running shoes.

At the end of last year, On established a domestic corporation called “On Korea” and entered S.O.W., a running store at Lotte Department Store’s main branch, in July. Currently, the only store in Asia is Shibuya, Tokyo, Japan, and is considering opening a store in Korea early next year.

On’s running shoes are attracting attention as a high-function product that does not strain the joints and feels comfortable by applying “CloudTek” technology that relieves impact when landing. It is a brand that is so popular in the West that it threatens Nike and Adidas.

In the second quarter, On’s global revenue grew 28% Y/Y to approximately $653.8 million. In particular, sales in the Asia-Pacific market, which includes South Korea, surged 74%, drawing attention to its growth potential.

Earlier, Canadian leisure brand Lululemon also attracted attention by hosting community activities such as yoga classes before opening its first store in Cheongdam-dong in 2016.

Since the end of last month, about 300 people have participated in the community class held in Seongsu, Seoul, and Jirak-gil, Ansan, under the theme of “Together We Grow.” Recently, in commemoration of the opening of the Time Villas Suwon store, a class involving about 40 people made headlines.

Lululemon Suwon Time Villas Store Community Class. [Picture = Lululemon]

The Lululemon “Myeongdong Time Work Store,” which opened earlier this year, has a separate community class space and is holding regular events. In addition, marketing through YouTubers such as CrossFitter “Amoti” and other public ambassadors who enjoy exercise is also active.

Other sports brands are also actively promoting sports marketing such as soccer and running classes with actual players by inviting general consumers. Puma Korea hosted the Ultra Ultimate Clinic, where 22 outstanding activists from the Choi Ultra 5 product experience group “Puma Ultra Fam” can receive professional soccer lessons from Puma players.

Pro-Specs, a local sports brand, said participants have closed early in hosting a “special running class” for the growth of runners preparing for the marathon in the second half of the year. Outdoor brand Black Yak is operating the outdoor academy Cheonggye Trail Learning School with professional Sherpa at the Black Yak Base Camp Cheonggye Branch, a complex cultural space located at the entrance of the Cheonggye Mountain Trail in Seoul.

“Sports brands seem to reach consumers not only by selling products, but by revitalizing healthy sports communities around them,” a fashion industry official said. “Not only foreign brands but also domestic brands are strengthening such marketing.”