F&F acquires global trademark, IP rights for outdoor brand Discovery Expedition

F&F announced Thursday that it will acquire the global trademark and intellectual property rights for outdoor brand Discovery Expedition from US media company Discovery Communications for $800 billion.

Discovery Expedition has grown since its domestic launch in 2012 by pioneering the lifestyle outdoor market. The brand expanded into China and other Asian markets, and the acquisition is intended to lay the groundwork for a push into global markets.

F&F plans to strengthen the brand's lifestyle functionality and extend it into the active wellness space, positioning Discovery Expedition as a high-performance lifestyle wear label. The company also intends to sharpen its global competitiveness through product, marketing and retail strategies tailored to consumer characteristics and market conditions in each country and region.

F&F Chairman Kim Chang-soo said "'Discovery' is the word that best captures the human curiosity and pioneering spirit that have driven the advancement of civilization." He added that he believes "Discovery" will remain the most important word shaping human meaning and progress in the AI era.

"Discovery Expedition will become a brand that can have a strong impact on human life well into the future," Kim said. "Growing a brand that embodies these values into a global presence is a meaningful and worthwhile endeavor."