World's First UFC License 

JDX Also Targets US Market

[Apparel News, Reporter Kyungcheon Oh] Shinhan Korea (CEO Hancheol Kiml) is attracting attention as it aggressively expands its business scope.

The company, known for its golf apparel brand 'JDX', made headlines earlier this year by signing an exclusive licensing agreement with the UFC, the world's leading mixed martial arts organization, for its fashion business. In September, it launched 'UFC Sports' simultaneously in the Korean and Japanese markets.

Ahead of the official launch in the spring season next year, Shinhan Korea showcased some styles in a capsule collection format, with 'UFC Sports' being presented through selected offline stores such as 'Musinsa Store' in Korea and 'B-ming by Beams Japan' in Japan. The company will fully launch the brand starting from the spring season next year.

In addition to this, the flagship business, 'JDX', is intensifying its efforts to enter overseas markets, particularly the United States. With domestic operations stabilizing and the brand's recognition expanding in the United States, the company aims to lay the groundwork for a new leap in overseas markets.

First of all, there are high expectations for the new growth engine, 'UFC Sports' business. UFC, as the world's leading mixed martial arts (MMA) organization, boasts a massive brand awareness with over 625 million fans and 1.42 billion social media followers.

Shinhan Korea has been designated as the official partner with exclusive manufacturing and distribution rights for UFC-related fashion items in Korea and Japan, making it the first in the world. It aims to target the 25-35 millennial generation by proposing 'premium lifestyle sportswear' that can be worn as everyday clothing. The plan includes showcasing lifestyle sportswear and fan gear products, including apparel, footwear, and accessories.

In South Korea, it was first introduced through the 'Musinsa Store' in September, and starting from next spring, it plans to establish offline distribution through flagship stores in department stores and major shopping districts. In Japan, it has also started to enter major editing shops and plans to expand to more diverse channels next year.

‘JDX’ is strengthening its expansion into the US market. Amidst steady brand recognition through sponsoring major events such as the PGA Tour, analysis suggests that the recent outstanding performances of sponsored players like Sungjae Lim and Kyunghoon Lee in the PGA Tour have significantly increased the brand value of 'JDX' in the US. Sungjae Lim, starting from winning the PGA Tour Rookie of the Year in 2019, secured a victory at the 2020 PGA Tour Honda Classic, while Kyunghoon Lee won the 2021 PGA Tour AT&T Byron Nelson.

Shinhan Korea currently sells 'JDX' through over 450 specialty stores in the US, and plans to more than double it to 1,000 stores next year. Through this, the goal is to gradually increase the market share of golf wear in the US to 3-4% in the medium to long term.