MLB is a trendy sports brand that blends baseball culture with street fashion elements. Here's a closer look at the brand:

First, the brand background

• Full name: The full name of MLB is Major League Baseball, that is, Major League Baseball. However, MLB, as a brand, is not directly operated by Major League Baseball, but was founded by South Korean fashion group F&F after obtaining full legal authorization.

• Founded: In 1997, the MLB brand was officially launched and opened its first store in Korea.

Second, brand characteristics

• Design inspiration: The design inspiration of the MLB brand is mainly derived from the major league baseball teams and elements of baseball, and at the same time integrates street fashion culture to form a unique brand identity.

• Product line: MLB's product line is very rich, covering clothing, footwear, accessories and other categories. Each product is full of creativity and inspiration, such as the Monogram collection of old flowers, the Set-Up collection of tonal sets, etc.

• Iconic elements: The iconic motifs of NY and LA are often seen on MLB brand apparel, representing the logos of the New York Yankees and Los Angeles Angels of Anaheim, respectively.

3. Brand positioning and audience

• Brand Positioning: The MLB brand is positioned in the field of sports fashion, aiming to provide consumers with products with sports spirit and fashion elements.

• Audience: The MLB brand is mainly aimed at urban people aged 20~35 who advocate independence, simplicity and elegance, and convey the positive and independent attitude of young people who do not converge and do not blindly follow.

Fourth, market performance and development

• Number of stores: As of February 2022, MLB brands and MLB KIDS have more than 800 stores in South Korea, China (including Hong Kong and Macau Special Administrative Regions, Taiwan), Thailand, Vietnam and other countries and regions, including more than 500 stores in Chinese mainland.

• Sales: Since entering the Chinese mainland market in 2019, the sales of the MLB brand have continued to grow. For example, in 2020, the sales of the MLB brand in Chinese mainland were about 430 million yuan, and by 2022, its annual sales have reached 1.1 trillion won (about nearly 6 billion yuan).

5. Brand activities and endorsements

• Brand Campaigns: MLB brands actively participate in various fashion events and sporting events to continuously enhance brand awareness and influence. For example, sponsoring multiple baseball games and music festivals, launching co-branded and limited edition products, etc.

• Brand Endorsements: MLB brands often choose spokespersons who are good-looking and stylish, in line with the brand image. These spokespersons bring their own popularity and help to expand the brand's reach and audience.

As a trendy sports brand that combines baseball culture and street fashion elements, MLB has performed well in the market and is deeply loved by young consumers.