"'Lee Hyori Effect' Works?"... LF Reebok Sees 50% Increase in New Online Members

Return to Commercial Advertising After 10 Years... Selected as Brand Ambassador
Growing Interest in Model and Products Online and Offline Signals Success
Plans to Strengthen Customer Engagement Through New Products and Store Expansion

LF's global sports brand 'Reebok' is filled with anticipation due to the 'Lee Hyori effect' returning to the commercial advertising market after 10 years. Positive reactions to the products and advertising model are increasing both online and offline, and interest is rising.

Reebok 'Lee Hyori Pump Padding' teaser image
Photo by LF

According to industry sources on the 20th, after the teaser video related to Lee Hyori was released on the 13th, the number of new member sign-ups on Reebok's official online store increased by 50% compared to the previous week within just one week. The search volume for the keyword 'Reebok' on major portal sites also doubled compared to usual.

Reebok plans to unveil the 2023 Fall/Winter (FW) season collection 'Pump Padding' featuring Lee Hyori as the model on the 27th. After the teaser video was released, the number of customers signing up for restock alerts on the online store surged to hundreds, and related search terms increased on LF Mall as well, showing signs of a hit.

A Reebok representative said, "We selected Lee Hyori as the brand ambassador because her image as an icon symbolizing an era and possessing a unique fashion sense aligns well with Reebok's brand identity, which has a classic heritage. Positive responses continue on YouTube and social media (SNS), and inquiries about the 'Lee Hyori Padding' release are increasing from customers visiting offline stores, raising expectations."

LF signed a contract in April last year with Authentic Brands Group (ABG), a global brand management company, for the domestic sales and business rights of Reebok, strengthening its domestic operations. Highlighting the popularity of Reebok, which has a 128-year history, LF targets a broad age range by evoking childhood memories for the 40s and 50s generation and emphasizing a 'newtro' concept that modernizes nostalgic feelings for the 'Jalpase Generation' (Gen Z plus Alpha generation).

One representative product is the 'Club C 85' sneakers, first released in 1985 as tennis court shoes. Since its re-release in October last year, over 70,000 pairs have been sold to date. In May, a limited edition collaboration called the 'Ma Seok-do Windbreaker' with the movie Crime City 3 became a hit, selling out all stock in Reebok's online store and major outlets within a day.

LF plans to introduce additional new products such as windbreakers and paddings targeting the FW season, including the Lee Hyori Pump Padding. They will also expand their distribution network. In the first half of this year alone, about 10 new stores were opened mainly in the metropolitan area, bringing the total to 32 stores nationwide in department stores and complex shopping malls, with plans to expand to 40 stores in the second half of the year.

A Reebok representative stated, "We will continue to expand touchpoints with customers and focus on establishing Reebok as a heritage brand that covers all age groups in the domestic market."

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