MDR Brand Management secures FIFA clothing deal with Korea’s Cowell Fashion

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

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

Cowell Fashion will also launch an everyday-wear licensed capsule collection to celebrate the FIFA World Cup 2022 in Qatar.

MDR Brand Management was appointed by FIFA in 2021 to strategically build a long-term licensing program in Asia, with a vision to establish FIFA as a year-round top tier lifestyle brand.

“We are so proud to be developing such an incredible project for FIFA and to deliver on their new brand objectives,” said Daniel Avener, CEO at 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.”

Cowell Fashion’s FIFA official licensed product range is currently only available in South Korea.