Premium leather footwear brand Cueren announced on July 11 that it has signed an official sponsorship agreement with the National Ballet Company.
Cueren explained that it decided to become an official sponsor of the National Ballet Company in order to deepen its brand philosophy and create meaningful synergy, based on the shared values of artistry and craftsmanship.
Even before the official agreement, Cueren and the National Ballet Company had built a strong relationship through ongoing collaborations. These included a photoshoot for the brand's best-selling and iconic item, the 'Valencia Collection', as well as an opening campaign for Cueren's first signature store, 'Cueren Samcheong', in partnership with Kang Suejin, the artistic director of the National Ballet Company. Through these initiatives, the brand has presented content that harmoniously blends its sensibility with artistic value.
This agreement further solidifies the collaborative relationship between the two parties and serves as a foundation for a long-term partnership. The signing ceremony was attended by Kang Kyungmi, CEO of Cueren, and Kang Suejin, artistic director of the National Ballet Company, who both signed the agreement to mark the official start of the partnership.
In particular, Cueren plans to use this sponsorship as an opportunity to expand its ongoing interest in culture and the arts throughout all brand activities, and to create diverse touchpoints where customers can naturally experience art in their daily lives.
A Cueren representative stated, "The journey of the National Ballet Company, which has perfected art through relentless training and perseverance, resonates with Cueren's brand philosophy. We hope that this agreement will allow us to deliver a deeper brand experience to our customers."
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