Global sports brand New Balance announced on the 12th that it has appointed Park Seong-hee as the new representative of its Korean corporation, New Balance Korea, in preparation for full-scale business operations starting in 2027.
Representative Park is an industry expert who has over 25 years of experience in the global sports apparel brand industry, having held positions including head of sales at Nike Sports Korea and CEO of Nike Golf Korea.
New Balance Korea, which completed its corporate launch in February, is set to operate its business from January 1, 2027. New Balance plans to establish a more Korea-friendly brand strategy and secure market response leadership through its official corporation. In this process, it aims to maximize growth synergies based on a strong collaboration with its domestic partner, E-Land World.
Representative Park noted, "New Balance is committed to providing innovative products and brand experiences to Korean consumers," adding, "The Korean corporation will serve as an important strategic base for closer communication with consumers."