[Ad Review] K2 X Lee Chae-min: Analysis of the 26SS Outdoor Look Completed with the Multifly Riser
Hello. Today, I would like to conduct an in-depth analysis of the advertising campaign for the Multiply Riser, the new hiking shoe for the 26SS season unveiled by K2, a leader in the Korean outdoor market, in collaboration with rising star actor Lee Chae-min.
Lee Chae-min, who has captivated the hearts of women with his handsome visuals and physique in dramas such as Scandal and Please Take Care of This Life, has become the new face of K2 alongside Suzy. This advertisement showcases a sophistication and lightness that is on a completely different level from the clunky hiking boot commercials of the past.
From running in the city to light hiking, Lee Chae-min’s footsteps seem ready to soar lightly anytime, anywhere. What kind of outdoor lifestyle did K2 intend to propose through Lee Chae-min? I will meticulously examine the appeal of this advertisement, which captures both functionality and style, from a marketer's perspective.
1. Brand Description: The Evolution of Technical Outdoor, K2
K2 is an authentic brand that has led the domestic outdoor market through continuous technological innovation since its launch in 1972. Under the slogan "Protection for all," we have been showcasing high-performance products that protect the body even in extreme environments.
However, over the past few years, K2 has been attempting a significant transformation. It is evolving from a brand exclusively for professional mountaineers into a lifestyle outdoor brand that leads a culture of hiking enjoyed casually in everyday life. In particular, the Flyhike series is highly popular among young hikers in their 20s and 30s (known as "mountain beginners") due to its excellent cushioning and trendy design, and the Multifly Riser is a strategic model that stands as an extension of this trend.
2. Advertising Concept: The Boundary Between Daily Life and the Outdoors, Multifly
The core concept of this advertisement is "Multifly."
This can be interpreted as a compound word or a double entendre of "Multi" (diverse) and "Fly" (to fly).
First, it signifies that the shoes are not restricted by location. It emphasizes that these are all-weather hiking shoes that deliver perfect performance on both urban asphalt roads and natural dirt paths.
Second, it highlights a fit so light it feels like you could fly. It conveys the message that K2 reduces foot fatigue through proprietary technologies such as graphene foam, providing a lightness akin to walking on clouds.
In the commercial, Lee Chae-min moves freely between a concrete jungle and forest paths, demonstrating an expanded lifestyle where one can go anywhere with just these shoes.
3. Creative Concept: Urban Parkour and Nature's Healing
The creative concept of this advertisement is a harmony of dynamism and leisure.
The opening sequence features Lee Chae-min's movements reminiscent of parkour, effortlessly leaping over urban stairs and structures. This visually demonstrates the product's grip and rebound elasticity.
From the middle onwards, slow-motion footage captures her walking while feeling the breeze in wide-open nature, emotionally expressing the healing and relaxation that hiking offers.
Through split-screen and rapid cross-editing, the ad highlights the contrast between the city and nature while emphasizing that the K2 shoe serves as the medium connecting these two spaces. 4. Model Strategy: Lee Chae-min, the 189cm Physical Genius
K2’s selection of Lee Chae-min as a model is a strategic choice aimed at expanding its Young Target audience.
1) Overwhelming Physique: His tall height of 189cm, broad shoulders, and long legs perfectly complement the fit of outdoor clothing and footwear. When he wears them, hiking boots become fashion items, and windbreakers turn into runway outfits.
2)Refreshing Visuals: The clear and refreshing image he displayed while active as a Music Bank MC aligns well with the "Fresh" brand image that K2 pursues.
3)The Freshness of a Rising Star: By employing a rookie actor with limitless growth potential rather than an established model whose image has been consumed, the brand breathes youthful and new vitality into itself.
5. Music and Sound: Beats that lighten your steps
Background music (BGM) is what maintains the tension of an advertisement.
The upbeat drum beats and synthesizer sounds heard from the very beginning perfectly match Lee Chae-min's light footsteps. By using a pop-style track that isn't too heavy, the hiking feels like an enjoyable game rather than a strenuous workout.
Additionally, natural sounds such as the sound of feet hitting the ground, wind, and birdsong are vividly incorporated like ASMR to enhance the sense of realism. The editing, which transitions screens in sync with the "boom, clap" rhythm, adds to the visual enjoyment.
6. Filming Locations and Set Design: Modern City & Green Nature
The background of the advertisement is broadly divided into two locations.
One is an urban park or forest of buildings where sophisticated architecture stands out. The light and shadows reflected on the glass buildings were utilized to create a modern and urban feel.
The other is a lush forest path or an open ridge. Drone shots were used to capture the beauty of vast nature, and the model was positioned small within it to showcase the harmony between nature and humanity.
The contrast between these two spaces visually illustrates that the Multiply Riser is a hybrid product that satisfies both urban and outdoor lifestyles.
7. Outfit and Styling: The Epitome of the Gorpcore Look
Lee Chae-min's styling embodies the Gorpcore look preferred by the 2030 generation.
She paired a functional windbreaker jacket with jogger pants or shorts, adding accents with leggings or knee socks. Instead of the colorful hues typically associated with hiking wear, she primarily used toned-down colors such as black, gray, beige, and khaki to create a chic and sophisticated vibe.
For her hairstyle, she styled it naturally tousled or wore a baseball cap to highlight the "effortlessly chic" look. This demonstrates the versatility of K2 products, which look completely natural even when matched with everyday wear.
8. Expected Advertising Effects: Strengthening the Position of K2, the "Shoe Experts"
The effects K2 expects from this campaign are clear.
First, it is to maintain its No. 1 market share in the hiking shoe market. Through the two-person model duo of Suzy and Lee Chae-min, we aim to target both men and women, with a particular focus on increasing the influx of male customers in their 20s and 30s.
Second, we are expanding the proportion of footwear sales. By firmly positioning K2 as a "footwear hotspot" in an outdoor market that has traditionally been centered on clothing, we are cultivating footwear as a flagship item that secures stable sales throughout all four seasons.
Finally, we are "Youngening" the brand image. We aim to break the stereotype that outdoor wear is "dad fashion" and transform into a trendy brand that young people enjoy in their daily lives.
Conclusion: Lighter, Further, with Lee Chae-min
The K2 X Lee Chae-min Multiply Riser advertisement most sensuously expresses the joy of walking, which is the essence of outdoor activities.
Why not cast off your heavy hiking boots and head outdoors wearing light and stylish hiking shoes like Lee Chae-min? Whether it is the concrete jungle of the city or a forest path in the suburbs, with K2, every step you take will become a runway.
This concludes the analysis of K2's new advertising campaign. I will be back with more trendy brand insights in the next post.