Kolon FnC relaunches its sports brand 'HEAD' after 3 years

▷ Re-invented as a total sports brand for racquet & ski sports – selling both tennis rackets and clothing

▷ Operating a virtual design team and focusing on online distribution to lead forward as an all-round DX brand

▷ The new face of HEAD with a complete make-over to be presented in April

Kolon Industries FnC Division (hereinafter, Kolon FnC) is relaunching its sports brand HEAD. HEAD is an Austrian brand launched by Howard Head in 1950 with roots in tennis and skiing. For tennis rackets, it is regarded as one of the top three global brands, and is also the brand that invented the world's first aluminum skis. Kolon FnC introduced HEAD to Korea in 1981 and acquired the brand’s copyright in the domestic market in 2009. After three years of a brand renewal process, the company is re-launching HEAD to leap forward as a total sports brand in the 2023 S/S season.

While maintaining the heritage of its origin in racquet sports and skiing, the brand will be re-positioned as a total sports brand offering a range of sports goods and clothing as well as the sale of tennis rackets.

The clothing range will consist of four lines: ▲ the 'Heritage' line, designed based on the history and tradition of the brand, ▲ the 'Essential' line, fronting basic designs, ▲ the 'Advanced' line, focusing on specialized functionality, and ▲ the ‘Daily’ line for everyday sporting lifestyle. The ‘Heritage’ line is presented in a color palette inspired by the world’s leading tennis competitions. The ‘Advanced’ line will showcase designs that harmonize with the distinct style and color themes of HEAD tennis rackets. The first offering to be presented for the ‘Daily’ line is a collection in collaboration with an easy-wear brand ‘The Sweat’. It consists of 40 types of sweatshirt that can be worn fashionably while playing tennis or casually in everyday life.

All the designs under the Head brand will now be implemented in 3D. Typically, there is an in-house team that creates designs for brands. But for HEAD, all clothing designs will be done in 3D by a virtual design team. It is part of a strategy to reduce time and cost by boldly removing the sampling stage in the planning process. This will also enable the brand to continuously produce designs while responding more closely to customer reactions. Moreover, distribution will be focused on online. Starting with Kolon Mall, HEAD will be introduced as a DX (Digital Experience) brand via various fashion platforms.

The company is planning a marketing strategy to engage avid tennis fans. Together with Woong-seon Jeon, a former national tennis player, a tennis community for HEAD, a Head Racquet Club (HRC) will be created. The recruitment will start in March via its official Instagram (@head_club), and a series of tennis classes by Woong-seon Jeon will be up and running from April.

Ji-eun Lee, a vice president of Kolon FnC, who oversaw the brand relaunch, said, “Head is a brand that has a long history in racquet sports and skiing. While continuing this heritage, we intend to re-position HEAD as a total sports brand that offers trendy styles and designs. Through this brand relaunch, we hope to bolster our inherent strength in the sportswear market.

A HEAD showroom will be opened following a presentation of the brand concept and product offering in April.