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Footwear specialty shop Musinsa Kicks (KICKS) is launching its largest Kicks Festival of the first half of the year to drive growth in the shoe category as spring gets underway.
The ten-day event begins today (the 9th) at 11 a.m. and offers a broad lineup spanning sneakers and the increasingly popular dress categories like loafers and derby shoes. Born from an online community once nicknamed “the place with tons of shoe photos,” Musinsa is doubling down on its footwear expertise with the tagline “When it comes to shoes, it’s Musinsa.”
The festival will deliver “brand relay” perks featuring global sneaker names like Nike, Salomon, adidas and Puma, alongside premium dress and casual labels such as Dr. Martens, Romantic Move and YASE. Musinsa will drop exclusive items and new lines during the event and roll out large restocks of previously sold-out favorites.
Musinsa is also offering refined, category-specific curation. There will be themed “category days” for shoes that work for spring guest or work outfits, early-summer footwear to get ahead of the season, and segmented themes for sneakers and running shoes. To make the deals sweeter, the campaign includes discounts up to 70% and an extra 25% off coupon.
Live commerce is on the schedule as well. Kicking off with Kinch today, seven key brands—Romantic Move, Dr. Martens, Converse, YASE, New Balance and Crocs—will present relay broadcasts on Musinsa Live. During the streams, viewers will get time-limited exclusive offers and styling tips to boost real-time purchase incentives.
There are linked events for in-store shoppers, too. At Musinsa Store offline locations, including Musinsa Kicks Seongsu and Hongdae, customers who buy footwear can receive additional discounts up to 10,000 KRW (approximately 7.5 USD) depending on purchase tiers. Specifically, at Musinsa Kicks Seongsu and Hongdae, shoppers who spend 180,000 KRW (approximately 135 USD) or more will receive an extra 10,000 KRW (approximately 7.5 USD) in Musinsa Money, integrating online and offline benefits.
Interactive content will also be plentiful. Musinsa is running a raffle featuring items popular with shoe enthusiasts, including the shoe-care appliance “Shoe Air Dresser” and the spring-running-focused smartwatch “Garmin Forerunner.”
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