Breaking Boundaries Between Football and Art: Korean Sports Fashion Brand Enters the Chinese Market

On December 23rd, the prominent Korean football apparel brand FLOVEDEER and contemporary Korean artist VIVI CHO formalized their partnership in Guangzhou, revealing plans to release a limited edition collection of apparel and dolls that merge football culture with art aesthetics. This collaboration not only introduces a new expression of football fashion but also marks the official strategic entry of FLOVEDEER into the Chinese market, injecting fresh and distinctive vitality into the domestic sportswear industry.

As a beloved football apparel brand in Korea, FLOVEDEER has always focused on “design-driven innovation, technological fabrics, athletic comfort, and trendy fashion” as its core strengths. The brand deeply embraces the concept of “dual-scene wear” for both on-field and off-field use, ensuring that sports gear meets professional competition standards while aligning with everyday fashion tastes. In Korea, the brand has established a broad network of sports event partnerships, covering the Korean National Sports Festival football games, football leagues across universities and schools, and youth football club competitions coached by famous players like Lee Dong-gook, while also expanding into diverse sports such as marathons, tennis, and golf.

Artist VIVI CHO is a prominent figure in the international art community. She openly shares that her passion for art and sports began in childhood, and the 2002 Korea World Cup deeply immersed her in the allure of football. This collaboration with FLOVEDEER marks her first artistic venture into the sports domain, aiming to infuse football apparel with a fresh artistic vitality. Notably, FLOVEDEER has established its production base in Guangdong Province, China, and choosing Guangzhou for the signing ceremony highlights the brand’s strong commitment to the Chinese market.

Park Sung-chun, Chairman of Korea’s SPORTSWAY company, stated that the global sportswear industry currently faces serious homogenization challenges. The core intention of this collaboration is to create “artworks within sportswear.” “Having been deeply involved in sports marketing in China for many years and maintaining long-term cooperation with the Chinese Football Association, I have witnessed the promising growth of the domestic football industry. Especially with the booming local football events this year, we see immense market potential,” Park revealed. The brand plans to fully ramp up efforts in the Chinese market starting from 2026, aiming to build a unique sports brand combining speed, passion, and artistic flair.

According to the plan, FLOVEDEER will launch a comprehensive presence in the Chinese market in 2026: it will engage in deep collaborations with professional, regional, youth, and school football competitions, enhance wearing experiences through technological fabrics, and support football development with high-quality services. Additionally, the brand will actively participate in Chinese football’s public welfare initiatives, fulfilling its corporate social responsibilities.