An American athleisure brand that made its official entry into Korea last year, its first market in Asia, is expanding its reach with local consumers by enlisting a Korean actress as its brand model. New York-based premium athleisure brand Outdoor Voices has named actress Kim Yoo-jung as its brand model and unveiled her first pictorial, shot with fashion magazine DAZED for its November issue.
Outdoor Voices took note of Kim's multifaceted appeal, most recently on display in the tvN drama "100 Days of Lies," which showcased her broad acting range. The brand said it selected Kim because her active, healthy lifestyle — she enjoys working out and traveling in her daily life — aligns with the values the brand pursues.
In the pictorial, Kim interprets Outdoor Voices' FW collection with her own sensibility. Shot against the backdrop of downtown Singapore, the campaign captures Kim enjoying a leisurely stroll and some relaxed downtime through a variety of poses and stylings, revealing a side of her different from usual.
The product lineup featured in the shoot centers on the brand's core lines. Kim pairs a Classic Logo NY sweatshirt set in the brand's signature blue with a headband for a casual look. She also wears a bra top and flare-fit leggings layered with a lightweight down jacket, as well as a charcoal half-zip and leggings set styled over a vest. Other popular pieces from the brand, including the OV Flag wool knit sweater, Grid Fleece hoodie and Boa Fleece jacket, also appear in the shoot.
The campaign launch is also tied to offline retail. To celebrate Kim's appointment, Outdoor Voices will operate a three-day pop-up store from November 6 to 8 at Heights Exchange on the second basement level of The Hyundai Seoul. The brand said the pop-up will showcase the FW collection Kim wore in the pictorial, along with a range of promotions including discounts, gifts with purchase and interactive customer gift events.
The promotion extends to online channels as well. The official online store will offer items worn by Kim at 10% off for approximately two weeks. The products are also available at the brand's Hannam flagship store and Lotte Department Store's Busan main branch.
Founded in New York in 2013 by Tyler Haney, Outdoor Voices officially launched in Korea in September 2025, its first market in Asia. Guided by its "Doing Things" philosophy, the brand champions an active lifestyle and offers casual and athleisure wear designed with both functionality and style in mind.
