Lotte Department Store is introducing its own running crew alongside a series of running-themed activations, as part of its strategy to capitalize on the growing Running Crew trend among Korea’s MZ generation (a term that covers Millennials and Generation Z).
As part of Lotte’s expansion, French athletic shoe company HOKA will unveil its first Korean department store location at Lotte on September 23rd, followed by a second store in Lotte World Jamsil at the end of October. In recent years, HOKA’s casual design and rarity have garnered attention from the MZ generation, who typically favour premium running shoes.
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Additionally, the company also announced a partnership with the world’s largest trail running competition, UTMB, further cementing its position among running enthusiasts.
Various promotions and events were also scheduled to commemorate HOKA’s store opening. The new location will be offering a 30 percent discount on one of its signature items ‘Bondi 7’ while stock lasts.
In addition, the ‘Seokchon Lake Running Crew Event’ is scheduled to take place next month at the Jamsil Lotte Mall. Running and stretching classes will also be hosted at Seokchon Lake, which is widely-known as the “holy land of running” due to its prime location.
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“As the MZ generation becomes more involved in running crews, running fashion with a functional and beautiful design is gaining traction,” said Woojin Kang, Head of the Sports Division at the Lotte Department Store. “On top of providing a variety of shopping options, department stores should also offer accompanying experiential experiences,” he continued.