LF Champion Launches Golf Line Targeting MZ Generation in Korea

Champion Golf Line Photoshoot.

[Asia Economy Reporter Seungjin Lee] Lifestyle culture company LF announced on the 15th that Champion, a brand it operates domestically, will launch a golf line targeting young golfers from the MZ generation (Millennials + Generation Z) in Korea.

As the golf wear market size is expected to surpass 5 trillion won this year, more than double the figure from six years ago, Champion will enter the golf wear market starting from this fall and winter season. The strategy is to strengthen its position in the rapidly growing golf wear market and enhance its brand product portfolio.

The target customers for the Champion golf line are the MZ generation, which has recently emerged as the core consumer group in the golf market. With the popularization of golf lowering the entry age continuously, and golf becoming a strong alternative to overseas travel among the MZ generation due to the impact of COVID-19, Champion plans to target the tastes of so-called ‘Gollini (Golf + Children)’ through new athletic-inspired golf wear.

Champion offers a variety of products for those who want to enjoy both rounding and fashion. The lineup includes basic polo shirts and T-shirts featuring Champion’s iconic ‘C’ logo, as well as anoraks, reversible jumpers, club head covers, and various fashion and accessory items.

The Champion golf line will be distributed mainly through online shopping platforms optimized for the purchasing tendencies of MZ generation consumers, such as Champion’s official domestic online store, LF Mall, Musinsa, and The Cart Golf. New products like sweatshirts and tapered pants will continue to be released until early November.

Meanwhile, LF signed an official import and distribution contract in 2019 for all global line products of Champion in Asia, the United States, and Europe, and has been operating the brand domestically through online and offline distribution channels since spring 2020.

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