[Sports Seoul | Reporter Kim Jong-chul] Gymwear label Wayden has unveiled a collaborative collection built around the IP of boxing legend Muhammad Ali as part of a brand expansion. The company also named Yuk Jun-seo as the brand’s new face and released the collection’s lookbook.
Wayden is the gymwear brand operated by GTS Global Co., Ltd. (Son Dae-won and Choi Seon-mi). The campaign is framed by the slogan “RISE ON YOUR RING,” which channels Ali’s spirit of challenge and perseverance into everyday life and points to a fresh sports-meets-lifestyle direction for the label.
The collection is divided into the Floters line and the Stinger line. The Floters line emphasizes smooth movement and a lightweight feel, designed for everyday wear. The Stinger line boosts functionality and performance, crafted for more dynamic workout environments.
Wayden tapped Yuk Jun-seo as its model because he combines toughness with emotional range, making him a strong visual fit for the brand’s message. The released lookbook reinterprets Ali’s symbolism with a modern twist, and observers say Yuk’s image blends seamlessly into the styling.
To expand consumer touchpoints, Wayden plans several campaigns, including a large experiential pop-up in Seongsu-dong this May where visitors can experience the Muhammad Ali collection firsthand.
A company spokesperson said, “This collaboration isn’t just a collection — it’s a project that shares a spirit of challenge, and we’ll continue creating opportunities to expand consumer experiences.” jckim99@sportsseoul.com
