Jennie, RESCENE, The Weeknd: Retail brands wage a star-studded battle for consumers

Retail brands are stepping up collaborations with high-profile artists to deepen brand engagement, linking product design, merchandise, concert tickets and pop-up stores into a unified strategy that builds stronger ties with consumers.

Adidas Originals will release its first collaborative collection with Jennie — "adidas Originals by JENNIE" — worldwide on Tuesday, according to industry sources. Jennie, who has served as a global Adidas ambassador for years, was directly involved in the design.

The collection draws on ballet as its concept, channeling a modern femininity. Its signature piece is the Superstar Square Ballet, inspired by pointe shoes and finished with premium leather, lambskin lining and ribbon detailing. To mark the collaboration, a pop-up store will run Sept. 29-30 at Layer Studio 41 in Seongsu-dong, Seoul, where the campaign's main video will screen for the first time and early purchase opportunities will be offered.

Premium coffee brand Nespresso is deepening its partnership with global pop artist The Weeknd. The brand recently unveiled the Samra Origin Togetherness Blend coffee, along with a machine and tumbler that The Weeknd helped develop. Customers who purchase the Vertuo Pop+ Samra Origin by The Weeknd can enter a draw for tickets to The Weeknd's upcoming concert in Korea, with entries accepted through Sept. 10.

Collaborations with RESCENE, the rising girl group, are also gaining momentum. Global skincare brand Biodance named RESCENE member Wonyi as a brand ambassador for its "My First Collagen" campaign, noting that she uses Biodance collagen products as part of her regular skincare routine. RESCENE has also been tapped as a model for a range of food and beverage brands, including Domino's Pizza, Narangd Cider and Hollys.

Ottogi is marking the 55th anniversary of its ketchup with a clothing and merchandise collection developed in collaboration with IAB STUDIO, a fashion brand founded by rapper Beenzino. The company will also host an exhibition where consumers can see the collaborative collection in person. The partnership reinterprets Ottogi ketchup through apparel and lifestyle goods aimed at consumers with strong interests in fashion and everyday style beyond food. "We are expanding touchpoints where consumers who are interested in artists can experience brands through music," an industry official said.