"Running helps relieve the stress accumulated from work."
On the evening of November 10, near Gyeongbokgung in Seoul, joggers dressed in athletic wear were seen alongside pedestrians bundled up in light padding as temperatures hovered around 7 degrees Celsius. A 20-something office worker explained, "I came out with my colleagues to stay healthy and socialize, while also preparing for weekend races."
Sports stores that have opened in urban running hotspots like Seochon and Seoul Forest are attracting attention with their experiential services. They offer to store gym bags for after-work workouts and provide rentals for running shoes and athletic wear. Instead of merely showcasing products, these stores help customers decide on purchases after they have tried them out.
◆ Rent clothes and shoes for 6,000 won and head to Seoul Forest
Upon entering the 'Musinsa Run Seoul Forest' store in Seongdong-gu, foot scanning immediately catches the eye. Store staff first inquire about the customer's running experience and measure the size and shape of their feet to recommend suitable products. An employee noted, "Some people have different sizes for their left and right feet," adding that they guide customers based on foot width, height, and arch type.
Customers do not need to purchase shoes immediately. For 2,000 won, they can rent shoes for 90 minutes to run in nearby Seoul Forest. Tops and bottoms are also available for rent at 2,000 won each. This means that for just 6,000 won, customers can rent a complete outfit and running shoes, allowing them to experience the fit and cushioning through actual running. A runner with ten years of experience remarked, "Even within the same brand, sizes can vary by product, so I always try them on before deciding," adding that they check the comfort of new products firsthand.
According to Musinsa, the trial usage of running shoes at the Seoul Forest location has surpassed 1,000 instances per month.
◆Meet at the store to run together, exercise while traveling
Later that afternoon, the 'ACG Bukchon Maru' in Jongno-gu, operated by Nike's outdoor brand ACG, aims to serve as a base for outdoor activities on the way to Bukaksan. They also host regular trail running sessions. Participants, limited to about 15, sign up online and gather at the store to run in the surrounding mountains together.
In addition to running, the store offers experiential programs where customers can customize products to their liking. One foreign customer mentioned considering a T-shirt gift that incorporates her husband's favorite animal and Korean elements.
The nearby 'New Balance Bukchon Run Hub' is an example of a store that has transformed its function. Originally opened in 2021 as a classic sneaker store, it was converted last year into a run hub focused on running experiences and rentals. While maintaining its traditional Hanok-style space, it introduced services for renting running shoes and clothing, storing bags, and providing course guidance. A store employee noted, "Many customers come after 6 PM after work," and added that the number of foreign tourists renting equipment after seeing it on social media has increased.
Lee Eun-hee, a professor of consumer studies at Inha University, predicted, "As consumers seek satisfaction through exercise and increasingly want to verify what suits them, there will be a rise in brand spaces that allow for comprehensive experiences beyond simple fittings."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.