Analysis of the ‘Ice-Like Cooling’ Eider COOLEATS Ice Cooling Polo Shirt Campaign Worn by Nam Joo-hyuk
1️⃣ Intro
The ‘COOLEATS Ice’ TV commercial released by the outdoor brand EIDER is a summer functional clothing campaign featuring actor Nam Joo-hyuk as the model. Released for the 2026 summer season with the tagline “A cooling polo shirt with overwhelming cooling that is as cold as ice,” this video garnered attention for its refreshing visuals targeting the sweltering heat and Nam Joo-hyuk’s sophisticated outdoor look.
It received attention for going beyond a simple product introduction to convey the functionality of “overwhelming cooling” through aesthetically pleasing visuals. In particular, Nam Joo-hyuk’s healthy and urban image harmonized with the product’s cooling technology, expanding its recognition as a summer essential.
2️⃣ About the Brand
EIDER is a global outdoor brand that originated in France. In Korea, it is distributed by K2 Korea and has established itself as a brand that combines technology and style. The brand is securing a broad consumer base by expanding its product lineup to include not only traditional outdoor gear such as hiking and trekking, but also lifestyle wear suitable for everyday use.
‘COOLEATS’ is Eider’s representative lineup featuring cooling material technology, with an upgraded version introduced every summer. The decision to hire Nam Joo-hyuk as a model was intended to appeal not only to the brand’s core target audience of the 2030 generation but also to diverse age groups who enjoy outdoor activities. Nam Joo-hyuk’s solid physique and clean image are perfectly suited to showcasing the fit and technical prowess of functional clothing.
3️⃣ Star’s Influence
Nam Joo-hyuk debuted as an actor who started as a model and has secured a domestic and international fandom by taking on leading roles in various works, including the dramas *Start-Up* and *Twenty-Five Twenty-One*, and the movie *Remember*.
In particular, his high international recognition through global platforms like Netflix has allowed him to maintain a strong fanbase in Japan, Southeast Asia, and North America. Following the release of the commercial, reactions such as “Nam Joo-hyuk’s fit is insane” and “I want to buy the cooling polo shirt right now” flooded social media and online communities.
In fashion communities, inquiries regarding the product’s design and comfort continued to pour in. Nam Joo-hyuk has previously worked as a model for sports and outdoor brands, elevating brand value as the epitome of “healthy masculinity.”
4️⃣ Video
You can view the official TV commercial at the link below.
5️⃣ Analysis / Fan Reaction
The video visualizes the product’s core function, “cooling,” by depicting a situation where coolness is maintained even under intense sunlight. The direction, featuring motifs of cold natural elements such as ice, water, and wind, combined with Nam Joo-hyuk’s cool facial expressions, creates an effect that lowers the viewer’s perceived temperature. Stylistically, the classic polo shirt has been reinterpreted using outdoor technology.
The slim yet highly functional fit blurs the lines between everyday wear and sportswear, emphasizing versatility. The phrase "Overwhelming Cooling" reveals the brand's confidence in its functionality.
Overseas fans reacted with comments such as, "It looks like a summer pictorial of Nam Joo-hyuk," and "I didn't know functional clothing could be this stylish." This appears to reflect global consumers' interest in K-fashion and outdoor technology.
6️⃣ Conclusion
The Eider "COOLEATS Ice" campaign featuring Nam Joo-hyuk is a successful example of seasonal marketing that captures the essence of functional summer clothing through the star's image and stylish presentation. Instead of focusing on technical details, the advertisement conveyed the experience of "ice-like coolness the moment you put it on."
It is highly likely that Eider will continue to leverage the synergy with Nam Joo-hyuk in the future, whether through the expansion of the COOLEATS lineup or new products for the Fall/Winter season. This advertisement will serve as a good example of how an outdoor brand can harmonize functionality, fashion, and star marketing.
