Ellesse to reemerge as stylish performance wear brand

Italian sportswear brand Ellesse is set to reemerge as a stylish performance wear brand next year, introducing a revamped lineup of colorful, trendy active wear to South Koreans.

Under the new slogan “Add color to your game,” the repositioned brand will seek to target younger consumers, particularly females, with three high-performance wear categories -- active, lifestyle and heritage.

Zic Company, a local sportswear manufacturer, will be exclusively marketing and selling Ellesse products after entering a 10-year licensing agreement with U.K.-based Pentland Brands, the owner of the Italian sportswear brand.

“Ellesse plans to rack up sales of about 200 billion won ($170 million) through some 50 stores located across the country and take full advantage of Zic’s sportswear manufacturing infrastructure,” said Zic Company CEO Kim Hong.

By Sohn Ji-young (jys@heraldcorp.com)