How did KIA join hands with ‘MZ’s brand’ iApp Studio?
“The club made a proposal first.”
On the 31st of last month, the KIA Tigers signed an agreement with a new apparel sponsor, ‘IAB STUDIO’.
As a result, KIA players this season will receive clothing worth about 1.06 billion won from iApp Studio, including uniforms, jumpers, hoodies, pullovers, hats, and bags to wear on the ground.
iApp Studio is a brand founded by famous rapper Beenzino and is considered the most loved fashion brand by the MZ generation.
A sponsorship agreement between a baseball team and a fashion brand is very rare.
In addition, iApp Studio is conducting a limited sale that only winners can purchase after applying online.
Because of this, many people are competing fiercely to purchase clothes.
Furthermore, it has become a popular brand where you have to buy at a higher price, even reselling (reselling limited edition products).
In particular, on ‘Cream’, a platform that trades limited editions, clothes from iApp Studio are still rare, with more than five times the regular price, such as being traded in the late 300,000 won range as of the early morning of the 2nd.
Then, how did KIA come to sign a sponsorship agreement with iApp Studio?
On the morning of the 2nd, a KIA official said through MHN Sports, “The Tigers have a large fan base, but according to recent surveys, the influx of new fans from young people has been slow.” The club first proposed collaboration with the studio.” 안전놀이터
In fact, it was reported that the interest in baseball among the MZ generation in their 20s and 30s, which was investigated by Gallup Korea last year, fell from 44% in 2013 to 18%.
Interest in professional baseball in their 20s decreased by more than half, and interest in their 30s also fell from 46% to 28% during the same period.
At the time, Gallup Korea analyzed, “The decline in interest among young people is read as a red flag for the influx of new spectators in professional baseball and the acceleration of baseball fans’ aging.”
The KIA club said, “iApp Studio is very popular among young people. We expect it to be a good appeal to young people who have no contact with baseball.”
Meanwhile, authentic products such as KIA and iApp Studio’s all-season uniforms and baseball equipment can be purchased at the KIA Tigers official product store from mid-March.