South Korean brands have made a strong entrance at the Olympics, a global arena for sports brand competition. At the Paris Olympics, where established giants like Nike and Adidas fiercely competed, Korean companies such as KOLON and FILA made their mark, showcasing their technological capabilities.
KOLON made a significant impact in archery by introducing archery-specific shoes, which were the first in the sport, while FILA Holdings supplied fencing shoes and other gear developed by FILA Korea. Following the Olympics, these brands are capitalizing on the popularity of their specialized products and highlighting the successes demonstrated during the games.
Archery stood out as a key sport at the Paris Olympics. The Korean archery team, which swept gold medals across all events, benefitted from comprehensive support by Hyundai Motor Group and specialized equipment like bows and clothing. KOLON also played a crucial role by providing the team with custom-made archery shoes.
Before now, there was no such thing as “archery shoes” in sports footwear. Athletes typically wore running shoes or lightweight hiking shoes during competitions. KOLON Sports spent nearly a year developing the world’s first archery shoes. South Korean archer Lee Woo-seok, a member of the KOLON X10 BOY’Z Archery Team, was involved in the shoe’s development from the beginning.
For archers, precise body movements are essential for accurate aiming, making the grip of the shoes a critical factor. KOLON used soles from Italy’s Vibram and designed the shoe to maximize the surface area in contact with the ground. A key aspect of the design was determining the optimal toe height, even down to a few millimeters. A KOLON representative explained, “We produced five prototypes before finalizing the product. Typically, sneakers go through one to two prototypes, and professional hiking shoes see three to four. This highlights the extraordinary effort invested in perfecting these shoes.” The final design ensured that the shoes wouldn’t slip, even on a 45-degree incline.
The shoes are also waterproof, and the upper part is made from a single piece without overlapping sections to enhance comfort. A KOLON representative added, “Kim Woo-jin, who won three gold medals at this Olympics, said, ‘These are the best shoes I’ve ever worn.’” In an interview with The Chosunilbo, Lee Woo-seok shared, “Wearing these shoes increased everyone’s scores by 1-2 points when shooting. I felt a sense of stability in my body and noticed a significant reduction in micro-vibrations. All these detailed supports contributed to our success.”
