Shinsegae opens sports and outdoor specialty zone at Paju Premium Outlets

Shinsegae Simon announced Friday that it will open a sports and outdoor specialty zone called "Urban Sports Field" at its Paju Premium Outlets.

The company decided to launch the dedicated zone as outdoor activities — including running, hiking and camping — have become a fixture of everyday leisure culture, fueling demand for sports and outdoor products. The zone brings together sports, outdoor, camping and leisure brands under one roof, positioning itself as a lifestyle platform that extends urban daily life into the outdoors.

Urban Sports Field occupies roughly 1,500 square meters on the second floor of Paju Premium Outlets and will feature a total of 10 brands, including eight new entrants. Among the highlights, Musinsa Standard Sports and Gregory will open their first outlet store locations in the industry. Helinox will open its second outlet store, following an existing location at Yeoju Premium Outlets. Timberland, Fjällräven, The Gear Shop and Mammut are also among the incoming brands.

Paju Premium Outlets has been steadily building out its sports and outdoor lineup. In August it expanded its Adidas store, bringing the total number of sports and outdoor brands at the outlet from 32 to 40 — a roughly 25 percent increase.

To mark the opening, participating brands will offer exclusive sale items and limited-edition merchandise, among other promotions. A credit card gift event will also run through Sept. 13, offering Shinsegae gift vouchers worth 20,000 or 30,000 won to customers who spend 400,000 won ($438) or 600,000 won or more, respectively.

"We created this specialty zone to reflect the growing customer demand for sports and outdoor activities," a Shinsegae Simon official said, adding that the company plans to unveil a further revamped shopping space later this month.