CreatripTeam

South Korea’s running boom, inspired partly by celebrities, has driven a surge in male demand on fashion platform 4910. Last month running-related transactions rose 9.7 times year-on-year; running shoes jumped over 305-fold. Sales of windbreakers and short-sleeve tees used for running increased ninefold and twofold respectively. Searches on the app also spiked—for example, ‘energy gel’ searches rose 23-fold, while searches for running sunglasses (1000%), running belts (331%) and knee braces (215%) climbed sharply. In response, 4910 launched a dedicated “running hall” (section within the app) offering a wide range of brands and a ‘running shoe curation’ service that recommends shoes based on users’ body profiles.