Shinsegae Department Store Launches 'Case Study Tennis Club' Brand... "Targeting MZ Generation"

On the 7th, products are being sold at Case Study Cheongdam Branch in Gangnam-gu, Seoul.

[Asia Economy Reporter Lim Chunhan] Shinsegae Department Store announced on the 7th that it has launched the project brand 'Case Study Tennis Club' as tennis has become increasingly popular as a hobby activity among the MZ generation (Millennials + Generation Z).

Case Study is a brand that introduces various lifestyles based on street fashion and youth culture. It started as a shop-in-shop at Boon the Shop Cheongdam in 2017 and opened a new store on the first floor of Shinsegae Gangnam Store last August. It has attracted attention by continuously releasing groundbreaking collaborations and limited edition products across industries, including Vans, Kasina, Crocs, The North Face, Kinfolk, Boksundoga, and Shake Shack.

Case Study Tennis Club has prepared even more special collaborations and self-produced products. In particular, the Wilson Clash V2 racket, a representative tennis brand, was pre-released this time, drawing attention. Products collaborated with Tennis Boy Club, a tennis lifestyle brand, sold out partially within just one day of their release.

The Case Study Tennis Club project is available at Case Study Boon the Shop Cheongdam, Shinsegae Department Store Gangnam, and Case Study online.

A Shinsegae Department Store official said, “We prepared a new project brand to promote the charm of tennis, a culture popular mainly among the MZ generation, and to capture the demand. We will continue to strive to present differentiated content that reflects customers' diverse lifestyles.”

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