BTS is a very important brand for the sports shoes (sneaker) sector. The image of “BTS sells” is very clear in this industry.
In 2015, BTS first made a local deal in Korea with German sneaker giant PUMA. They carried out important advertising campaigns within the scope of this partnership.
In 2018, this time PUMA made a global deal with BTS. As a result of this deal, the PUMA Basket Sneaker was put on sale for $ 114 in September 2018, which had BTS’s release date on it. It was immediately sold out.
In 2018, PUMA signed contracts not only with BTS but also with Selena Gomez and Rihanna, and adopted an aggressive marketing strategy.
However, as of 2019, rumors began to circulate that PUMA and BTS relationship reached to the end and FILA knocked on the door of BTS with a much better contract package.
The above tweet dated July 23, 2019 made it known that the switch to FILA is real.
FILA is actually a company founded in Italy, but since 2007 its ownership and management center is in South Korea. This definitely made their relationship with BTS easier. There may also be (implicit or explicit) tax cuts and other business benefits. This might have facilitated the rich contract package proposeal for BTS.
BTS is playing a very important role for FILA after PUMA. The latest Project 7 advertisements are being closely followed by fans. The role of BTS in the sports shoes and sportswear industry seems to increase in the future as well.
Sportswear suits all BTS members very well. However, a separate bracket can be opened for Jungkook in terms of shoes and for Jimin in terms of sports wear.
In the 2020 FILA summer collection, the following pink and white combination is one of the unforgettable poses of Jimin for me.
Jungkook is also one of the names that comes to mind when it comes to shoes. Jungkook, who likes to wear sneakers with large soles, is also known for being one of the top celebrities who fits leather boots best in the world.
