March 1 to April 30 at Lotte Department Store Main Branch
Featuring Canada's Noda and UK's VivoBarefoot
Lotte Department Store announced on the 26th that it will target the trail running market with the ‘OUT OF ALL’ popup.
OUT OF ALL is a select shop brand offering premium overseas running shoes, outdoor shoes, apparel, and accessories. This popup, held for the first time at the main store in the retail industry, is the first offline event where customers can try on and purchase OUT OF ALL running shoes directly.
7th Floor Sports Hall at the Main Store, 'Running Specialty Zone (Runner's Paradise)'. Provided by Lotte Department Store.
This popup was planned with a focus on the growing demand from trail runners. As the running market expands, not only road running on paved roads but also the population of ‘trail runners’ who enjoy running off-road or in the mountains is rapidly increasing. In fact, dozens of trail running competitions were held across the country last year, and trail running events are expected to become more active from the end of March this year.
The event will be held from April 1 to April 30 in the running-specialized zone on the 7th floor sports hall of the main store. About 70 running items will be showcased, centered on trail running shoes.
Premium running brands representing Canada and the UK, which have a long history in trail running, ‘Noda’ and ‘VivoBarefoot,’ will present their main products.
Noda will showcase models 001 and 002, which offer excellent functionality and comfort specialized for trail running as well as hiking. The 001 model provides outstanding comfort for everyday wear, while the 002 model is more suitable for rugged mountainous terrain. VivoBarefoot will present items such as the ‘Tracker Forest ESC,’ capable of handling rough forests, and the ‘Primus Trail Knit FG,’ which uses fabric knit to enhance breathability.
This popup is part of Lotte Department Store’s ‘running content strategy,’ which has led running trends. In September 2022, Lotte Department Store became the first department store to introduce the global running brand Hoka at its main store, and in July last year, it extensively renovated the sports hall on the 7th floor of the main store to create a running-specialized zone. Thanks to this, sales of Lotte Department Store’s running specialty brands such as Hoka and SOW increased by about 60% compared to the previous year. Additionally, the ‘Style Run,’ which has established itself as the largest running competition in the retail industry since 2017, is planned to be held with a new concept this fall.
Special benefits will also be provided to customers who purchase items at the popup event. Customers who purchase Noda products will receive a water flask, and those who purchase VivoBarefoot products will be given a converter bag.
Song Hwaseok, head of the sports team at Lotte Department Store, said, “Lotte Department Store has led trends by presenting differentiated running content since the early days of the domestic running boom. This popup will be the best event for the increasing number of trail runners this spring.”
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