"Targeting the MZ Generation"... Kolon FnC Partners with Sandbox Gaming

[Asia Economy Reporter Yujin Cho] Kolon Industries FnC Division (hereinafter Kolon FnC) announced on the 29th that it has signed a partnership with Sandbox Network's Sandbox Gaming and is launching esports marketing.

Sandbox Network operates the esports team Sandbox Gaming for the role-playing game League of Legends (LOL) and the casual racing game KartRider.

Kolon FnC plans to target both Millennials and Generation Z through this collaboration with Sandbox Gaming. A Kolon FnC official said, "Esports is an entertainment that the Millennial generation, which has emerged as a major consumer group, is passionate about, and it is a field recently attracting attention in the fashion industry," adding, "It will be an opportunity to directly convey the brand image to customers."

The first collaboration brand is HEAD, whose brand spirit of 'the joy of challenging possibilities' aligns with the spirit of esports. Through this partnership, HEAD will produce team uniforms for the nine Sandbox Gaming players.

The team uniforms include a total of 15 items such as outerwear, T-shirts, pants, caps, and keyboard and mouse bags, designed by reflecting the players' opinions. The design concept applied glitch prints to express the image of analog people who enjoy digital games and sports.

The uniforms produced by HEAD will be worn as the official uniforms of Sandbox Gaming for the 2020 season and will be sold through the Sandbox online store and LOL Park.

Kolon FnC also plans to produce and sell Sandbox goods along with the opening of the regular league.