Wonderbra launches golf range in South Korea
22/04/2022
According to The New York Times, South Korea is the third-largest market for golf in the world, beaten only by the United States and Japan.
The same publication observed the country’s “white night” sporting phenomenon last summer, a term used to describe some golfers’ nocturnal playing habits as a result of the challenges they reportedly face when trying to secure a tee time during daylight hours.
Wonderbra x Golf lingerie is sold exclusively via local multimedia shopping channel GS Shop. During a broadcast to celebrate the line’s launch, the retailer reportedly sold more than 4,100 units in a single hour, registering sales of just over $560,000 or 700 million South Korean won.
Instead of the underwiring commonly associated with Wonderbra, the brand’s Golf collection features an elasticated “360 bounce control band”, which not only fixes the garment in place, but also reduces movement in the chest area to ensure greater comfort during a workout.
Each full-cup bra’s semi-perforated mould took over a year of research and development, local media said. The inner sides are made of a quick-drying and sweat-absorbing functional textile, whereas Lycra mesh wings stretch from the sides of the chest to the back.
A brand spokesperson described the bra as “high-performance” and modelled after feedback from local golfers during the research stage.
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