Prospex, Skating Queen Lee Sang-hwa and the 'Korean Foot' Campaign

[Asia Economy Reporter Yujin Cho] Domestic sports brand Prospecs has unveiled an advertising campaign featuring its new brand model, speed skating gold medalist Lee Sang-hwa.

This advertisement focuses on the feet of a legendary national athlete who has reached the pinnacle in one field for 25 years. The rough feet with calluses and Lee Sang-hwa’s face on the ice rink evoke memories of her days representing Korea on the world stage, creating a sense of emotion and warmth.

Through Lee Sang-hwa’s glorious feet, Prospecs aimed to convey the brand’s value and pride in continuously researching to produce the most comfortable and well-fitting shoes for Koreans over a long period.

Additionally, the message in the final scene, “Your feet are Korea Original,” offers comfort and encouragement not only to Lee Sang-hwa, who endured long and tough training, but also to many others who are diligently living their lives in their respective fields.

A Prospecs representative stated, “In the first half of the year, we evoked nostalgia for that era through Kim Kwang-sun, the boxing gold medalist from the 1988 Seoul Olympics. In the second half, together with athlete Lee Sang-hwa, we want to deliver a message of support to many people going through difficult times as a Korea Original brand.”

Meanwhile, Prospecs is currently running the custom sneaker production campaign “I Hope Your Steps Go Well” Season 2. This project creates one-of-a-kind custom shoes for those who usually find ready-made shoes uncomfortable due to wide feet or high insteps, and it received a positive response from many during the first half of the year.

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