Prospex, Rebounding as a Sports Brand for the MZ Generation

[Asia Economy Reporter Yujin Cho] Sports brand Prospecs is making a comeback by switching to its original 'F-shaped' brand logo for the first time in 14 years.

Since the brand launch in 1981, Prospecs plans to target the MZ (Millennial + Generation Z) generation, who are at the center of the newtro trend, by using the F-shaped logo to expand its core consumer base.

A Prospecs official said, "The F-shaped logo received great response by appealing to the younger generation with fashionability and to the middle-aged and older generation with history and tradition."

Last year, the ugly shoe 'Stacks' gained huge popularity, successfully attracting the MZ generation as a core consumer group.

Stacks appealed greatly to people in their teens and twenties due to its colors that match school uniforms, comfortable fit, and moderate height-increasing effect, significantly lowering the average customer age, which had been mainly middle-aged and older.

Prospecs plans to accelerate research and development (R&D) related to footwear, including ‘smart shoes’ and ‘smart insoles’ that allow settings and analysis tailored to users' purposes.

The recently introduced smart insole measures walking steps, walking distance, calorie consumption, foot angle while walking, left-right balance, stride, and speed through a smartphone app, providing users with information about their walking habits and posture.

A Prospecs official said, "Taking this brand integration as an opportunity, we will further expand collaborations with popular brands including Lowraw, Goodnation, and strengthen our sports brand image through various lifestyle sports sponsorships."

This content was produced with the assistance of AI translation services.