Sports Brand's Star Marketing with Korean Female Celebrity 2017

In this spring, Korean female stars are playing a big role in the sports and leisure market.
As the women who exercise have emerged as new consumers of the sports apparel market, star marketing is actively targeting them.
Sports brands are marketing a wide range of products, such as yoga, pilates, running and other women's lines.

On the 20th, LF's new brand, Jill Stuart Sports, launched a full-scale business with the release of a pictorial shoots of Lee Hyo Ri.
Kim Hyung-beom, director of the LF Public Relations Department said, "Although it was a one-time pictorial that collaborated with fashion magazine, I realized her popularity as public showed great interest on first day pictorial was released, Jill Stuart Sports is pursuing a 'Slow Sports' rather than a competitive brand and wanted to share its brand spirit with Lee Hyo Lee, who is pursing healthy life style in Jeju island as well.

The New Balance Korea continues synergy with 'Figure Skating Queen' Kim Yuna.
In May last year New Balance which opened the concepts store with Kim Yuna as a model generated sales of 140 million won per month at three stores across Seoul as of November ~ December 2016.
Especially sales of products worn by Kim Yuna in the pictorial showed drastic increase.
The 'NB Yuna Down Jumper' released this winter was popular enough to produce seven times more than the initial volume. New Balance will continue to advertise with Kim Yuna with this momentum and plan to open more than 20 female only stores by the end of this year.

Sports and outdoor brands such as Fila, Descente Woman and Nepa hired many actress such as Shin Min-a, Han Hye Jin and Jun Ji Hyun as their main model for female line-up as well.
The reason why sportswear brands are using female stars as a model is because demand is rising as the number of women who work out is soaring in recent years.
Sales of training-related products such as yoga and pilates grew more than last year, according to the online shopping mall, Auction.
Foam rollers, a stretching tool increased 295% over the previous year, while Pilates Ring increased 270%.
In the same period, sales of yoga blocks and bolsters used for yoga in the G-market increased 193% from the previous year.


On the other hand, there are cases where the female star marketing was failed such as AOA Seolhyun's CF from A brand suffered from sexual controversy last year.