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Home미분류29CM, 글로벌 스포츠 브랜드 ‘온(On)’과 이구성수 팝업 진행
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29CM, 글로벌 스포츠 브랜드 ‘온(On)’과 이구성수 팝업 진행

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By 홍수정 기자
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무신사(대표 조만호 박준모)의 감도 깊은 취향 셀렉트숍 29CM(이십구센티미터)가 공식 입점한 스위스 프리미엄 스포츠웨어 브랜드 온(On)과 오늘(5얼 8일)부터 14일까지 이구성수에서 ‘온 팝업 서울(ON POP-UP SEOUL)’을 진행한다.

온은 2010년 스위스 취리히에서 시작한 퍼포먼스 스포츠웨어 브랜드다. 독자적인 클라우드테크(CloudTec®) 기반의 고기능 러닝화와 미니멀한 디자인을 앞세워 유럽과 북미 시장에서 빠르게 성장했다. 지난해 10월 국내 시장에 공식 진출한 이후 러닝화 수요 증가에 힘입어 입지를 넓히고 있다.

이번 팝업은 온이 국내 여성 스포츠 시장 공략을 본격화하기 위해 여성 패션을 대표하는 29CM와 진행하는 첫 협업이다. 러닝화부터 프리미엄 여성 스포츠웨어, 데일리 스니커즈까지 다양한 온의 제품을 한자리에서 선보인다. 온의 브랜드 철학과 시즌 캠페인 메시지를 오프라인 공간에 녹여 고객 체험 요소를 강화한 점이 특징이다.

이구성수 1층은 온의 25SS 글로벌 캠페인 ‘존 드리머스(Zone Dreamers)’ 테마로 꾸며졌다. 글로벌 앰버서더 젠데이아(Zendaya)가 출연한 캠페인 영상과 함께 시즌 신제품 ‘클라우드 존’ 시리즈, 데일리 스니커즈 라인, 프리미엄 스포츠웨어 등을 소개하는 공간으로 구성됐다. 2층은 온의 대표 러닝화를 중심으로 체험존을 조성해 데일리 러닝화, 쿠셔닝화, 안정화 등 다양한 제품을 직접 착용해볼 수 있도록 했다.

팝업 동안 다양한 현장 이벤트도 진행된다. 제품을 30만 원 이상 구매한 고객에게는 온 마케팅 백을 증정한다. 29CM 앱에서 온의 브랜드 페이지의 ‘좋아요’를 인증하고 온의 공식 온라인 스토어에 신규 가입한 고객 중 선착순으로 에코 타월을 제공한다. 누구나 참여할 수 있는 포토 부스도 상시 운영된다.

또한 5월 11일에는 온의 브랜드 캠페인인 ‘무한한 도전을 꿈꾼다면 함께 나아갈 것’이라는 주제로 제품을 체험할 수 있는 다양한 원데이 프로그램이 열린다. SNS에서 사전 모집한 신청자를 대상으로 교육 기획자이자 크리에이티브 디렉터 윤소정의 자기계발 강연, 도시명상 요가 스튜디오 대표 임보미의 릴렉싱 요가, 러닝 크루 오알씨(ORC)와 함께하는 6km 시티 러닝 세션 등이 진행된다.

29CM 관계자는 “이번 팝업은 러닝 시장에서 주목받는 브랜드 온이 국내 여성 패션 플랫폼과 진행하는 첫 협업이라는 점에서 의미가 깊다”라며, “일상에서 스포츠웨어를 스타일리시하게 연출하는 2030 여성 고객이 온의 제품을 직접 체험하며 브랜드가 추구하는 정체성에도 공감할 수 있는 자리가 될 것”이라고 설명했다. ‘온 팝업 서울’에 대한 자세한 정보는 29CM 공식 앱과 웹사이트, 온 공식 인스타그램을 통해 확인할 수 있다.

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