NBA, operated by HANSAEMK CO., LTD. (co-CEOs Kim Ji-won and Lim Dong-hwan), successfully wrapped up a fan meetup with NBA legend Kevin Garnett on June 5 at the NBA Seoul Flagship Store in Seongsu-dong, Seoul.
Kevin Garnett is a basketball legend widely regarded as one of the greatest power forwards in NBA history. His visit to Korea was part of HANSAEMK's ongoing effort to expand NBA beyond a simple fashion brand into one that lets customers experience basketball culture. Following Derek Fisher in 2024 and Jaylen Brown last year, NBA has continued to invite global basketball legends, including Garnett this year, broadening its connection with domestic basketball fans. The company aims to offer fans a differentiated brand experience by giving them a chance to meet stars they usually only see on screen, while also developing the Seongsu flagship into a hub for basketball culture.
On the day of the event, fans selected through a lottery gathered at the NBA Seoul Flagship Store for a special chance to meet Kevin Garnett in person. The fan meetup recruited participants from customers who purchased at NBA online and offline stores, NBA Style members, and social media event entrants. Interest was so strong that applications far exceeded expectations. The selection process continued until just before the meetup, underscoring the intense response and once again confirming the size of Garnett's fan base in Korea.
The NBA Seoul Flagship Store, where the fan meetup was held, is a three-story space from the basement level to the rooftop, designed to let visitors experience NBA's heritage and street sensibility in a layered way. It has established itself as a brand hub that aims to connect products, content, and spatial experiences into one basketball lifestyle platform.
An official from HANSAEMK's NBA said, "We will continue to build a basketball lifestyle platform where products, space, and content are seamlessly connected, centered on our Seongsu flagship, and we will keep engaging with basketball fans by offering differentiated experiences." Jeon Sang-hee, Sportschosun nowater@sportschosun.com
