CreatripTeam

Korean outdoor and sports brands are shifting from product-focused sales to community-driven marketing, creating shared experiences that build loyalty and brand identity. Brompton London, rooted in a cycling community, sponsored ‘Bromping in Jeju 2025’ at Gimnyeong Beach where over half of the 180 participants wore the brand’s apparel, showing organic adoption. Nike centered running in its brand experience with ‘Nike Run Jeju 2025,’ featuring a 20 km relay with 160 teams and booths for new shoes like the Structure 26 and Vomero Plus, combining offline races and online challenges to grow participation. Eco backpacking brand Zerogram will host ‘Korea Backpackers Day’ in Jinan, focusing on the joy and philosophy of backpacking through trekking and rafting programs that connect participants with nature. Industry experts say community-centered events — from group rides and runs to camping and backpacking — help sustain brand loyalty even in slow economies.