Pro-Specs overhauls product and distribution strategy, kicks off rebrand
![Exterior of the Pro-Specs Yongsan direct store in Yongsan-gu, Seoul [Photo=Pro-Specs]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0070/image-bc31b1e8-6a5f-4efb-ac3a-9c720f13da5b.jpeg)
On March 9, Pro-Specs said it will reboot the brand starting with the 2026 spring–summer season. The company plans to pivot away from a distribution-first approach, sharpen its brand identity, and overhaul product, design and store strategies.
The rebrand centers on boosting competitiveness, redefining product lines, strengthening core design capabilities and refining distribution tactics. The company also announced a refreshed brand direction and adopted "SPORTS FOR ALL" as a core value — a promise to make sports accessible for everyone, in their own way.
The product lineup is getting a tidy reset. Pro-Specs will streamline an overly broad range and reorganize around four pillars: running, sports style, heritage and sports. The aim is to focus development on these core categories and deepen the brand’s expertise.
Running has been named a flagship category. Kicking off the effort this spring–summer, Pro-Specs will release a cushioning running shoe, the SWNA SEAM 26.
Stores will change, too. Rather than just retail spaces, shops will become brand lounges designed to communicate Pro-Specs’ philosophy and story. The company is preparing a flagship store set to open in Seoul’s Jongno district in August.
A Pro-Specs spokesperson said, "This is the first public unveiling of our rebrand strategy. We’re moving away from a distribution-focused structure, resetting our brand standards, and aiming to restore both profitability and consumer trust over the long term."
Aekyung speeds U.S. push with Kerasis…Walmart Inc 390-store placement
![Kerasis Propolis Hair Bonding line — three products [Photo=Aekyung Industrial]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0070/image-b9e4c33e-c44b-4c05-807f-98ee3f6c789d.jpeg)
Aekyung Industrial announced on March 9 that its haircare brand Kerasis has launched simultaneously in about 390 Walmart Inc stores and on online channels across 35 U.S. states. The company plans to gradually increase store presence to boost touchpoints with American consumers.
The items hitting Walmart Inc are three products from the Kerasis Propolis Hair Bonding line, formulated for severely damaged hair caused by bleaching, perms and heat styling.
The range includes Pro-Repair Shampoo, Pro-Repair Treatment Conditioner and Pro-Repair Leave-In Treatment Spray. The shampoo pairs a clingy texture with rich lather to combine effective cleansing and nourishment. The treatment conditioner targets opened cuticles to smooth and soften hair. The leave-in spray uses micro-ampoule particles in a spray format to deliver nutrients without a sticky finish.
Aekyung plans to double down on sales and marketing activities to expand U.S. distribution after this listing. An Aekyung representative said, "Following our success in body care, we’ll keep expanding hair care as part of a broader global diversification strategy."
Hansae MK fast-tracks company-wide AI to streamline fashion content
![NBA product images created using AI [Photo=Hansae MK]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0070/image-d3864030-202f-4a07-b143-e878d7815fa8.jpeg)
Hansae MK is accelerating company-wide adoption of artificial intelligence to make fashion content faster and more efficient.
On March 9, the company said Buckaroo and The B Archive used AI to produce lookbooks and major video content for the 2026 spring–summer season. Casual brand NBA has applied AI to select social media content and in-store seasonal videos.
AI use is expanding in kids’ lines as well. Global baby brand Moimoln uses AI for social media posts, seasonal campaign shoots and major airport ads in Korea. Kids sports retailer Playkids-Pro leverages AI for seasonal styling images and back-to-school bag Reels, while Levi’s Kids has integrated AI into seasonal concept imagery and some product visuals.
Hansae MK is also running AI training for employees, aiming to embed AI across the organization rather than treating it as a one-off experiment.
A Hansae MK spokesperson said, "We plan to progressively expand AI use to boost operational efficiency while keeping each brand’s content quality intact."
