Outdoor Sports in Spotlight... CJ ENM O Shopping Launches 'Jean-Michel Basquiat × Fila'

Model Wonbin wearing a Jean-Michel Basquiat x Hella Beier lace.

[Asia Economy Reporter Seungjin Lee] The consumer response to CJ ENM O Shopping Division's exclusive golf wear brand 'Jean-Michel Basquiat' is heating up.

CJ ENM O Shopping Division recently collaborated with Jean-Michel Basquiat and Fila Golf to launch the 'Jean-Michel Basquiat X Fila' collection, which combines both functionality and fashion. This comes as outdoor sports like small-group hiking and golf have gained popularity over indoor group exercises due to the COVID-19 pandemic, leading to a surge in related product sales.

In April, they launched the 'base layer,' an essential item for golfers worn as the innermost clothing, and in June, they introduced the 'Hybrid Pegasus 20 Sneakers,' a sneaker product highlighted as a means to complete fashion. In the second quarter, when the collaboration collection was released, order quantities increased by about 20% compared to the same period last year. Especially, the 'Jean-Michel Basquiat X Fila' base layer, made with premium materials and reasonably priced, has sold approximately 70,000 units to date, gaining popularity.

CJ ENM O Shopping Division signed an exclusive license agreement with the foundation of the famous American artist 'Jean-Michel Basquiat' and launched Jean-Michel Basquiat in October 2016. Since its launch, it has grown into a trendy 'total golf specialty brand' by releasing various 'playwear' and 'lifestyle wear' made from premium functional materials, including jackets, pants, T-shirts, heavy down jackets, and golf equipment.

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