Jang Won-young's shoes make hiking a runway? The "world's first" technology and styling details from Eider's TV commercial.
Hello! Today, we're taking a close look at the 15-second TVCF for "Flexion Hybrid" by [EIDER X Ive Jang Won-young], a visually stunning ad that shook up the outdoor market.
"Hiking boots are clunky?" "Outdoor activities are only for the elderly?"
Jang Won-young shattered these stereotypes and transformed hiking and trekking into the hippest hobbies for the MZ generation. As Eider's muse, she creates buzz every season, and this time, she's wearing ultra-light hiking boots featuring the world's first Gore-Tex Hybrid technology.
This 15-second montage is more than just a pretty ad; it reveals Eider's meticulous strategy for achieving both functionality and style! We'll delve into everything from the brand message to Jang Won-young's Gorecore look.
🏔️ 1. Brand Description: Eider, a Leader in "Young Outdoor"
Eider is a traditional outdoor brand that originated in France, but has undergone one of the most successful rebrandings in the Korean market in recent years.
This is because they have shed their image as "mountaineering apparel" that emphasized functionality and transformed into "lifestyle outdoor apparel" that blurs the lines between everyday life and the outdoors. Notably, they have successfully established the perception of "Eider is hip" among the 1020 generation by hiring leading trendsetters of the time, including Park Bo-gum, Noh Je, and now Jang Won-young, as models. This campaign also encapsulates Eider's core values of "youth," "challenge," and "stylishness."
👟 2. Advertising Concept & Message: Unprecedented Comfort, "Flexion"
The star of this ad is the new product "Flexion Hybrid". In just 15 seconds, the video focuses on visually and emotionally conveying the product's USP (Unique Selling Point): the "world's first Gore-Tex hybrid construction."
Technical Visualization: The caption "Gore-Tex Hybrid" and the 3D graphic effect of the shoe's structure disintegrating and reassembling intuitively emphasize its technological innovation.
Fleecy Movement: Jang Won-young's constant movement and jumping are captured to demonstrate that the shoes can be worn as light as running shoes, not as heavy hiking boots.
Message: The short copy, "Flexible, Cool," simultaneously explains the shoe's functionality (flexibility and breathability) and ambiguously expresses the MZ generation's lifestyle (Cool & Flexible).
🎥 3. Creative Concept: Runway in Nature
The creative of this ad features a sophisticated visualization reminiscent of the "Gorpcore Lookbook."
Dynamic Angles: The camera doesn't remain still, but instead moves quickly along Jang Won-young's footsteps. Low angles elongate the legs, emphasizing the product's fit and the model's proportions.
Utilizing Wind and Light: The flowing hair and warm natural light maximize the refreshing and liberating feeling of outdoor activities. The core creative of this ad is to make it look like a "pretty and enjoyable walk," rather than a sweaty and arduous hike.
👸 4. Model Strategy: Jang Won-young's Outdoor Conquest
Eider's choice of Jang Won-young isn't simply a model; it's a strategy to define the brand's identity.
Wannabe Effect: Jang Won-young is currently the fashion wannabe for women in their teens and 20s. Anything she wears becomes a trend. Jang Won-young's use of what might otherwise be a clunky hiking boot has the effect of elevating the perception of it as a "fashion item."
Visual Shock: The unrealistic proportions and doll-like appearance, combined with the natural backdrop, make the ad compelling. This is the most powerful weapon against skipping.
Harmony of Contrasting Charms: The refreshing image of an idol on a flashy urban stage running down a dirt road energizes the brand.
🎵 5. Music & Sound: A Light-Footing Beat
The background music (BGM) maintains the tension of the ad.
Rhythm: The fast, upbeat pop sound perfectly matches Jang Won-young's light footsteps. This aurally conveys the product's "lightness" and "resilience."
Sound Effects: The crisp, ASMR-like sounds of footsteps and wind were added to enhance the immersive experience.
🧥 6. Clothing & Styling: This is "Jang Won-young's Gofcore"
The most striking aspect of this ad is Jang Won-young's styling. This perfectly embodies the "golfcore look."
Mix and Match: A functional windbreaker is paired with short leggings or shorts, accented with knee socks. This breaks away from traditional hiking attire and offers a trendy style that can be worn everyday.
Color Matching: The colors of the "Flexion Hybrid" shoes (white/beige/pastel) are used to unify the outfit, creating a bright and refreshing overall feel. This breaks the stereotype that "hiking attire is colorful" and demonstrates that "outdoors can be chic and modern."
📈 7. Expected Ad Effects: Becoming a must-have item for MZ generation hikers.
The impact of this ad on Eider is clear.
Lower Target Age: Eider is perceived as "my brand" rather than "mom and dad's brand" by the 1020 generation.
Strengthening the shoe category: Eider is establishing itself as a "shoe mecca" beyond just padding. This could lead to a dominant position in the hybrid shoe market, offering the comfort of sneakers but with added functionality.
Sellouts: The products worn by Jang Won-young are actually causing a sellout frenzy, being called "Jang Won-young shoes" and "Jang Won-young jackets."
📝 Conclusion: Even a stroll feels like a photoshoot, with Jang Won-young.
[Eider X Jang Won-young]'s "Flexion Hybrid" ad is a masterpiece that demonstrates how sophisticated and hip outdoor advertising can be.
Instead of heavy hiking boots, why not try out the lightweight and beautiful Flexion Hybrid like Jang Won-young and take a stroll through a nearby park or trail? Step as light as a feather, style as edgy as a model! This is the outdoor look for spring 2026, as proposed by Eider and Jang Won-young.
This concludes our analysis of the ad featuring Eider's human, Jang Won-young. We'll be back with more trendy brand insights in the next post!
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