Nike and BTS team up for global merchandise blitz

Nike is partnering with global pop music icons BTS to debut a first-of-its-kind "Nike by you" customisation experience alongside an exclusive merchandise collection for the group’s upcoming BTS WORLD TOUR “ARIRANG.”

The initiative blends experiential retail with tour merchandise to create a cohesive collection celebrating BTS’ creative journey. The partnership aims to provide global fans with unique, interactive touchpoints for self-expression and fandom.

At the core of the collaboration is the "Nike by you" experiential retail activation, which features 10 custom graphics designed specifically for the band. The initiative allows consumers to co-create and personalise select Nike apparel and tote bags.

According to the brand, each graphic incorporates expressive shapes and fluid movement meant to mirror the evolution of BTS’ musical artistry.

The accompanying tour merchandise includes exclusive T-shirts, hoodies, and a South Korea-exclusive cap. The collection’s visual identity relies heavily on typography, featuring custom wordmarks and bold, energetic forms unique to the band.

Furthermore, select customisation designs place emphasis on the number seven—symbolising the seven members of the group—while other graphics reference musical bars and measures to underscore the band's cross-generational appeal.

The customisation experience will launch 1 June at select Nike stores globally, and will be available at select retail locations in Hong Kong on 27 February 2027. Nike x BTS tour merch will be available in select cities on the BTS WORLD TOUR “ARIRANG”, arriving in Hong Kong at select retail locations on 10 July and 26 February 2027.

The creative direction of the collection focuses on balancing the band's shared cultural heritage with a future-forward mindset, tapping into the lucrative market of concert-going fashion and fan merchandise.

MARKETING-INTERACTIVE has reached out to Nike for more information.

Beyond sports brands, snacking giant OREO is also capitalising on K-pop fandom culture with its own major global collaboration with BTS, unveiling a limited-edition cookie inspired by Korean street food and fan engagement traditions.

The campaign, which will roll out across more than 80 markets, introduces the "Limited edition OREO & BTS cookies", a brown sugar pancake-flavoured OREO inspired by hotteok, a popular Korean street snack.

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