<Photo by KOLON SPORT>

- A partnership rooted in a shared philosophy on the essence of nature

- A campaign created in collaboration with Steven Yeun, moving beyond traditional advertising to deliver authenticity and depth

The KOLON Industries FnC Organization (KOLON FnC) has announced that its outdoor brand KOLON SPORT has selected world-renowned actor Steven Yeun as its new brand ambassador, marking a new chapter for the brand beginning with the Fall/Winter 2025 season.

The collaboration between KOLON SPORT and Steven Yeun represents a meaningful partnership grounded in their shared philosophy on life and nature. Yeun emphasizes that humans and nature are inseparable, and that the essence of life is found not in the repetition of daily routines but in quiet moments within nature. Likewise, KOLON SPORT views nature as a space for rest and the joy of being, and as a brand that values harmony with nature, this shared philosophy forms the foundation of their partnership.

The campaign was filmed entirely on analog film, presented through video and still photography that capture the depth and warmth rarely found in today’s digitally enhanced advertising. Through his creative practice OGT, which he founded with C47 Agency, Steven Yeun embraced an analog approach to explore the profound meanings that emerge from simple questions discovered when one surrenders to nature.

“Must nature only be about climbing the toughest peaks or crossing the strongest rivers? What might we discover if we stopped seeing nature as something to conquer? Does it always need to serve a purpose?” In parts of the campaign film, Yeun poses these questions in a conversation with his daughter—leaving them unanswered, inviting viewers to step into nature and discover their own answers.

A KOLON SPORT representative said, “Steven Yeun’s sincerity and his attitude toward nature reflect the values our brand stands for. We believe this partnership will enable KOLON SPORT to share the true essence of outdoor experiences with authenticity and depth on the global stage.”

The new campaign featuring Steven Yeun can be viewed on the official KOLON SPORT online store.