Lee Jae-myung’s red-and-blue sneakers sell out overnight, become surprise ‘election merch’ hit
Democratic Party of Korea presidential candidate Lee Jae-myung wears sneakers during his campaign kickoff rally at Cheonggye Plaza in Seoul, Monday, marking the start of official campaigning for the 21st presidential election. Yonhap
The red-and-blue sneakers worn by Democratic Party of Korea (DPK) presidential candidate Lee Jae-myung during his campaign launch rally on Monday have sold out just one day after his appearance, emerging as an unexpected piece of “election merchandise.”
The shoes, featuring the slogan “Now It’s Lee Jae-myung” on the heel tab, symbolize political unity by blending blue and red — traditionally associated with progressive and conservative camps, respectively.
According to retail industry sources on Tuesday, the model is Reebok’s Classic Leather GY1522. The sneakers are divided down the middle with Reebok’s vector logo, featuring blue on one side and red on the other. Designed as retro lifestyle sneakers, the shoes are known for their casual comfort.
The shoes sold out immediately on Reebok Korea’s official website Monday. By the next morning, they were also unavailable on major e-commerce platform Coupang. Analysts say either all remaining stock was bought out or sellers removed the listings to relist at higher prices.
Originally launched in Korea in 2022, the sneakers were sold on Reebok’s website, around 30 physical stores and online retailers such as Coupang.
After Lee’s rally, demand from his supporters surged, causing the product to sell out across major platforms. Offline stores have reportedly exhausted inventory and are unable to restock.
The red-and-blue Reebok sneakers worn by Democratic Party of Korea presidential candidate Lee Jae-myung sell out on the brand’s official online store. Captured from Reebok Mall
Observers note that Lee’s decision to wear shoes containing red — the symbolic color of the rival People Power Party — was likely a deliberate gesture to underscore his message of transcending political divisions.
During the rally, he declared, “We no longer have time to be trapped in past ideologies and factionalism. It’s not about progressives or conservatives — it’s about the people of Korea.”
This message of unity was further echoed by the campaign’s use of red within the number 1, Lee’s candidate number, on promotional materials, a departure from the DPK’s signature blue.
With current inventory depleted, domestic restocking is expected to be difficult. New imports would likely need to come from manufacturing sites in countries like Vietnam. A Reebok Korea spokesperson said no decision has been made yet regarding additional imports.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by generative AI and edited by The Korea Times.