Nike sponsors South Korean national breaking team
Activewear brand Nike has entered into a partnership with Korea Dance Sports Federation, its first official collaboration with a professional dance body in South Korea, according to local media.
The company is particularly keen to support athletes who specialise in breaking, reports said, especially in the run-up to this year’s Asian Games, which will be held between September 23 and October 8 in Hangzhou, as well as the Paris Olympics in 2024. A competitive form of breakdancing, breaking has been approved as a medal sport for both events.
Part of the deal will therefore involve Nike supplying the country’s national breaking team with branded uniforms and other gear.
The US-based company unveiled its first-ever global dance campaign, Own The Floor, last year and has since continued the initiative in South Korea with involvement from professional breakers Kim Yeri and Choi Seungbin. It will also host a promotional dance battle contest to discover next-generation breaking talent in Seoul’s Hongdae district, known locally for its youth culture, on September 17.
Image: Kim Yeri via Instagram.
