MDR Brand Management Scores First Licensing Partnership to Build the FIFA Corporate Brand

MDR Brand Management, FIFA’s appointed licensing agency across Asia, has secured the launch of official licensed FIFA-branded clothing in South Korea, working with Korean fashion company, Cowell Fashion. 

The first drop of FIFA-branded casual wear, athleisure, footwear and accessories is sold across shop-in-shops in Korean department stores, including Shinsegae and Lotte, and their respective online platforms. The collection also has presence in the duty-free section of Seoul’s primary airport, Incheon. 

Cowell Fashion will also launch an everyday-wear licensed capsule collection to celebrate the on-going FIFA World Cup 2022 in Qatar. It is investing heavily in marketing and social media through seasonal campaigns featuring three K-Pop artists, Soyeon Jeon, Code Kunst and Won-Jae Woo, depicting the new look for FIFA. Earlier this month, License Global looked at what impact a Winter world cup will have on retail and licensing.

“We are so proud to be developing such an incredible project for FIFA and to deliver on their new brand objectives,” says Daniel Avener, chief executive officer, MDR Brand Management. “Launching the new product range is an exciting development for FIFA within South Korea and we look forward to working with licensing partner Cowell Fashion to expand FIFA’s retail offering in other markets around the world. The new brand vision allows FIFA to connect with existing football fans but also engage new audiences.”

MDR Brand Management was appointed by FIFA in 2021 to strategically build a long-term licensing program in Asia and lead on a vision to establish FIFA as a year-round top tier lifestyle brand, with a nod to its sporting heritage. Cowell Fashion is the first licensing partner to engage in the FIFA licensing program.

Cowell Fashion’s FIFA official licensed product range is currently only available in South Korea, but further announcements are expected.