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MDR Brand Management moves into first flagship store to build the FIFA Corporate brand

Posted on 25 April 2023

MDR Brand Management – FIFA’s appointed licensing agency across Asia – has scored another win, launching the first official licensed FIFA-branded flagship store in Seoul, South Korea, working with existing partner, Cowell Fashion.

The launch of the first flagship store is just the starting point for MDR Brand Management and Cowell Fashion, which plans to launch five more flagship stores over the next 12 months across Korea to sell FIFA branded athleisure, casualwear, shoes and accessories.

These complement the 16 existing shop-in-shops which are already run inside luxury department stores across the country including Lotte and Shinsegae, along with a presence in Incheon airport.

Cowell Fashion has invested heavily in marketing and social media through high-profile seasonal campaigns featuring K-Pop artists, influencers, pop-up events and product placement in TV and film, building brand awareness and presence through a multi-channel approach.

MDR Brand Management was appointed by FIFA – the international governing body of association football – in 2021 to strategically build a long-term licensing programme in Asia and lead on a vision to establish FIFA as a year-round top tier lifestyle brand, with a nod to its sporting heritage. Cowell Fashion is the world’s first licensing partner to develop the FIFA Corporate brand.

“We are extremely proud to be leading the FIFA 365 initiative across Asia, delivering on their new objectives for the brand,” commented Daniel Avener, CEO at MDR Brand Management. “The development and opening of flagship stores and shop-in-shops across the country is testament to FIFA’s rapid growth since partnering with MDR. We look forward to expanding FIFA’s retail offering in untapped markets across the globe.”

Cowell Fashion’s FIFA official licensed product range is currently only available in South Korea, but further announcements are expected.

The initial Fall-Winter collection can be shopped here.

Follow FIFA’s Official Licensed Product Instagram page here.

Related Coverage:
Licensing Source

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