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 expand 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 running 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 it is considering opening a store in Korea early next year.

On-running shoes are attracting attention as a high-functioning 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, Seoul in 2016. About 300 people participated in Lululemon's community class in Seongsu-dong, Seoul, and Ansan-si, Gyeonggi-do, under the theme of "Together We Grow" since the end of last month. Recently, in commemoration of the opening of the Time Villas Suwon store, a class involving more than 40 people made headlines. The Lululemon "Myeongdong Time Work Store," which opened earlier this year, has a separate community class space to hold regular events.

Other sports brands are also actively engaged in sports marketing such as soccer and learning classes with real players by inviting general consumers. Puma Korea hosted the Ultra Ultimate Clinic, where 22 outstanding activists from the "Puma Ultra Fam," a soccer shoe experience group, can receive professional soccer lessons from Puma players.

[Reporter Kim Geum]