-Campaign: DYNAFIT 2025 FW, “ROAD TO TRAIL”
-Advertising Model: Actor Jang Ki-yong
-Reasons for Selection: Intersection of performance and style, expandability in the trail running and outdoor markets, narrative alignment with the brand's "challenge" identity, influence suitable for global/digital expansion, and synergy with the perfect tone and manner of the shoot.
1. Alignment with the Brand Message: The narrative of "ROAD TO TRAIL" and Jang Ki-yong's Path
-The campaign keyword "ROAD TO TRAIL" symbolizes the transition from everyday roads to natural trails. As an actor who has expanded his spectrum from romance, action, and genre films, Jang Ki-yong compellingly conveys the growth narrative of "from a safe path to an unknown path." In other words, the narrative of breaking free from the familiar and venturing into new terrain overlaps with his own career narrative and naturally embodies the brand's stated message of "performance-centered challenge."
2. The intersection of performance and style: Transforming functional photoshoots into fashion
- Dynafit possesses a performance gear DNA focused on functionality, but for the FW season, it needs to strengthen its connection to lifestyle and athleisure. Jang Ki-yong excels at elevating technical materials like Gore-Tex, ripstop, and hybrid down into a fashion statement, emphasizing minimal yet sleek silhouettes. This allows for a sense of style that transcends the dichotomy between performance and style, fostering a sense of "cool even in actual performance situations."
3. Target Expansion: Connecting from Core Runners to Urban Outdoors
- While the trail running category is driven by core users, sales volume comes from urban outdoor and daily hikers. Jang Ki-yong appeals to both men and women in their 20s and 30s, lowering the barrier to entry for casual users who may feel a barrier to accessing the hardcore performance image. This allows it to serve as a natural bridge to expanding into running, hiking, camping, and urban athleisure.
4. Synergy between Visual Beauty and Physicality: Maximizing Motion Fit
- "ROAD TO TRAIL" focuses on dynamic scenes such as uphill and downhill transitions, changing road surfaces, and weather conditions. Jang Ki-yong possesses a physique that dramatically enhances the silhouette of clothing, with a tall and long leg ratio, a stable stride, and a defined shoulder line. This allows him to clearly convey the aerodynamic cut of a running jacket, the thickness of the midsole of a trail shoe, and the tapered lines of his pants on screen. Consequently, the product's USP (traction, lightweight, waterproof/windproof, breathable) and the aesthetic of the look are simultaneously highlighted.
5. Symbolic Alignment with the Brand Values of "Challenge, Focus, and Agility"
- Dynafit's core keywords—speed, agility, and a preference for technology—align with Jang Ki-yong's unassuming and determined image and unadorned charisma. Rather than overly hip or street-influenced looks, the acting and facial expressions showcase restrained focus and agility, condensing the essence of the performance brand without obscuring it. The aesthetic of "minimalism for speed" is consistent with the model's attitude.
6. Global/Digital Impact: Clean Image and Cross-Border Compatibility
- High recognition and clean imagery in Asia, coupled with screen-friendliness in SNS highlights and vertical videos, lead to high playback rates and conversions in short-form and reels. Immersive eye contact and breath acting, combined with short captions, enhance digital efficiency by leaving a lasting impression. Furthermore, the visual storytelling, which relies less on language, facilitates international distribution.
7. Product Portfolio Integration: The Perfection of Head-to-Toe Styling
- In the FW season, which features a plethora of head-to-toe pieces, including trail running shoes, hybrid jackets, windproof vests, tech pants, base layers, and packs, Jang Ki-yong serves as a "look anchor" that maintains consistency throughout the entire outfit. Even in the interchangeable cuts, the tone-on-tone and logo play are kept to a minimum, making it ideal for extending the same mood to catalogs, lookbooks, and retail visual design.
8. Story Scalability: Campaign Act Segmentation and Follow-up Ease
- The act structure, such as teaser (city run) → main story (mountain climb) → epilogue (trail summit/dawn), clearly depicts Jang Ki-yong's emotional stages (determination, challenge, and composure). This provides a narrative framework that makes it easy to incorporate follow-up campaigns, such as mid-season colorway drops, limited-edition collaborations, running crew events, and trail guide content.
9. Risk Management: Brand Safety and Long-Term Compatibility
- The visuals are versatile, with low scandal risk and flexible adaptation to changes in brand tone. Whether maintaining a hard-performance tone or expanding the lifestyle focus, there's minimal image conflict, reducing fatigue during long-term execution. This also makes it advantageous for passing conservative reviews in promotions at large retailers and multi-malls.
10. Expected Business Benefits: Optimized Funnel: Awareness → Consideration → Conversion
- Upper Funnel: Increased attention from the first campaign exposure, solidifying the "Path of Challenge" key visual memory
- Middle Funnel: Increased consideration through repeated exposure of product features and short-form lookbooks
- Lower Funnel: Increased conversion rates through retail POP, online PDP videos, and actual wear shots. Ultimately, this strategy maintains performance identity while attracting lifestyle customers, improving the sales mix.
Suggestions for Use (Marketer's Perspective)
- Hashtag Frames: #RoadToTrail #MoveWithPurpose #DynafitFW2025 #TrailReady
- Short-Form Script: City Stairs Sprint (Bounce Test) → Dirt Road Transition (Close-up on Grip/Cushioning) → Catch Your Breath at the Top (1-Second Cut of Windproof/Moisture-Absorbing Subtitles)
- Retail POP Phrases: "From City to Trail, One Step Makes a Difference" / "Light, Further, Trail Ready"
- Community Action: Virtual Vertical Challenge with Jang Ki-yong (Cumulative Elevation Ranking), Completion-Only Badges and Digital Certificates