UK shoemaker back in business to disrupt footwear market with AI
For Koreans who grew up in the 1980s, any mention of global sports brand Reebok brings back memories of an iconic TV commercial that played on a loop in their minds. In the ad, Lee Jong-won, a then-unknown model, appeared in a black sleeveless jersey emblazoned with the word “Reebok.” His flawless athletic dance performance — jaw-dropping and powerful — captivated viewers across the country. The routine was said to be inspired by Mikhail Baryshnikov’s dramatic opening dance in the critically acclaimed 1985 film “White Nights.” The TV commercial was a turning point in Lee’s career, launching him into stardom. Virtually overnight, he became one of the most sought-after actors in the country, riding the wave of the Reebok ad’s viral popularity. By the 1990s, the British footwear brand had become a must-have among trendy young Koreans. What’s less known, however, is that Reebok’s global rise had a strong Korean connection: Its shoes were produced by manufacturers based in the southeastern port city of Busan. “In 1979, I met with three factories in Busan and was amazed
