Genesis expands lifestyle brand push with sports gear, pet products and racing merchandise

Genesis is rolling out a range of lifestyle-oriented brand merchandise to deepen its connection with customers. Through its Genesis Boutique commerce platform, the luxury automaker plans to offer products that add value to everyday life, reinforcing its position as a premium brand. Its official racing team, Genesis Magma Racing, is also gearing up to court motorsports enthusiasts with goods bearing the team's official logo.

According to the Korea Intellectual Property Rights Information Service, known as KIPRIS, Genesis has recently filed trademark applications covering everyday items including apparel, vehicle care products and sports equipment. The filings extend the brand's trademark portfolio beyond its traditional scope of vehicles and vehicle services.

The product categories are tailored to the lifestyles of Genesis customers. Golf bags and club covers — aimed at customers who drive to the course — appear on the trademark list alongside a broader range of sports goods. As more households include pets, the filings also cover pet-travel products such as in-car pet seat covers and vehicle pet safety belts designed to make journeys safer for animals.

The product expansion is part of a broader strategy to strengthen Genesis Boutique, the brand's customer-focused commerce platform. The boutique already offers official merchandise under the "Genesis Collection" line, factory-authorized customization items through "Genesis Accessories," and a curated selection of lifestyle products called "Genesis Curation" — all designed to let customers experience the brand's values in their daily lives.

Genesis expects the expanded trademark filings to translate into a wider range of official merchandise, broadening its touchpoints with customers. The brand earlier opened a dedicated storefront on The Hyundai Hi, a premium online platform operated by Hyundai Department Store, to extend its sales channels. Genesis Boutique is currently accessible through its official online store, The Hyundai Hi and the offline Genesis Cheongju store.

Meanwhile, Genesis Magma Racing plans to use official merchandise to build its following among sports fans. The team has completed trademark filings to place its official logo on a variety of sports products, including golf, snowboard, skate and skateboard gear. Having made its competitive debut at the FIA World Endurance Championship this year, the fledgling team is using branded merchandise to raise awareness among a broad base of sports fans.

A Hyundai Motor official said the trademark filings were made to protect the brand's rights in the event that Genesis-related products are launched, noting that the brand's existing trademarks had been largely limited to vehicles and vehicle services.

The strategy of embedding brand value into customers' everyday lives is not unique to Genesis — it has become a common approach among premium automakers worldwide.

In South Korea, Mercedes-Benz and BMW both offer lifestyle collections that blend brand design with practicality. Mercedes-Benz maintains a broad merchandise lineup spanning outdoor gear, fashion and children's products, while BMW segments its offerings by sub-brand — including the M series and motorsports lines — to appeal to dedicated fans.

"For premium brands, it is important to go beyond simply selling vehicles and to build a brand culture together with customers," an industry official said. "We are working to convey the sensibility our brand stands for through a variety of lifestyle marketing efforts."