MUSINSA is launching an online and offline campaign titled “Leaders of Seoul” in collaboration with global sports brand Nike. As part of the campaign, two newly released Nike sneakers will be unveiled for the first time at the MUSINSA Store Seongsu@Daelim Warehouse.
Through the Leaders of Seoul campaign, MUSINSA aims to present a forward-looking vision of women’s sports style in collaboration with trend leaders based in Seoul. The campaign features a street-inspired lookbook styled with Nike’s newly released sneakers and includes an offline pop-up store where visitors can experience the products in person.
The pop-up will showcase a range of new women’s sneakers and apparel, including the Air Max Muse, Air Superfly, and The Pleated Suit collection. Notably, the Air Max Muse and Air Superfly will be released for the first time through this pop-up event.
Both companies initiated the collaboration with a focus on the unique positioning of MUSINSA Store Seongsu@Daelim Warehouse as a women’s fashion–focused select shop representing the Seongsu area. As of June, women accounted for 80% of all customers who made purchases at the store, with 83% of them in their 20s and 30s. Notably, nearly half were international visitors, establishing the location as a go-to shopping destination for young women both in Korea and abroad.
Following the Leaders of Seoul campaign pop-up, Nike will continue its presence at MUSINSA Store Seongsu@Daelim Warehouse as a new shop-in-shop brand. Beginning on the 24th, the store will offer a selection of new and popular Nike products.
A MUSINSA official said, “We’re proud to be the first to introduce Nike’s latest women’s sneakers to customers who seek to express their own sports style. Through this campaign, visitors will be able to experience the bold and future-oriented vision of women’s sports fashion presented by MUSINSA and Nike in a dedicated offline space.”