SBENU

SBENU was a South Korean athletic footwear and apparel company headquartered in Seoul. The business originated under the name Shoe Farm in 2013 and was subsequently developed into the SBENU brand by founder Hwang Hyo-Jin. The name combined the letter “S,” associated with shoes, with Bennu, an ancient Egyptian deity often linked in later mythology with the phoenix. This naming supported the company’s intended image of renewal, energy, and international ambition. SBENU concentrated on fashion-oriented athletic shoes and related apparel. Its growth strategy relied heavily on visibility rather than a narrowly technical performance-footwear proposition. By 2015, the company had reportedly opened more than 100 retail stores across South Korea. It also invested substantially in promotional activity, including celebrity endorsements and sports and esports sponsorships. Publicly associated advertising models included IU, Song Jae-rim, AOA, and Kisum. The brand sought to expand its international profile through sports marketing. In 2015, SBENU and Manchester United agreed to a sponsorship arrangement that designated SBENU as the football club’s official footwear brand. In South Korea, the company became particularly visible in esports. It sponsored the BroodWar Sonic league, the League of Legends Champions Korea league, StarLeague, and the Global StarCraft II League. It also acquired the League of Legends roster of Prime Clan in 2015, renaming the team SBENU Sonicboom before the 2015 summer Champions season. The team finished last in its first LCK season but retained its league position after defeating Ever in a 3–1 promotion-series match. SBENU additionally sponsored the second and third seasons of StarCraft II StarLeague. The company’s rapid marketing expansion was accompanied by serious financial and operational problems. According to the company’s account, SBENU spent approximately US$8.26 million annually on celebrity and gaming-event sponsorships while failing to pay manufacturers in full. In 2016, SBENU alleged that the agency HIKE had embezzled approximately US$7.1 million and stated that this contributed to unpaid manufacturer obligations. These claims formed part of a wider collapse in the business and should be understood as reported allegations rather than established independent findings in the available reference material. On 7 October 2016, SBENU announced that it would stop all sales and dissolve. The brand therefore represents a short-lived example of a South Korean footwear company that pursued rapid retail distribution and high-profile sponsorships, especially in esports, but was unable to sustain its operating and supplier-payment structure.

SBENU’s business began under the name Shoe Farm in 2013. Hwang Hyo-Jin subsequently established the SBENU brand, with 30 June 2014 identified as its founding date. The brand name was constructed from “S,” referring to shoes, and Bennu, the ancient Egyptian deity associated with imagery that later influenced the phoenix tradition in Greek mythology. The company developed as a South Korean athletic footwear and apparel business headquartered in Seoul. Its commercial approach combined retail rollout with extensive brand promotion. By 2015, SBENU had opened more than 100 stores nationwide, indicating a rapid attempt to build physical distribution and consumer recognition. Rather than relying solely on technical sports performance, the company used fashion, entertainment, and sports associations to reach younger consumers. Advertising and promotional appearances involved celebrities including IU, Song Jae-rim, AOA, and Kisum. SBENU also used football sponsorship to support its international ambitions. In 2015, it reached an agreement with Manchester United under which SBENU became the club’s official footwear brand. At the same time, it developed a particularly large presence in South Korean esports. The brand sponsored the BroodWar Sonic league, League of Legends Champions Korea, StarLeague, and the Global StarCraft II League. These activities gave the company visibility in competitive gaming at a time when esports broadcasts and league ecosystems were becoming important youth-media platforms. Its esports involvement extended beyond event sponsorship. In 2015, SBENU acquired the League of Legends roster of Prime Clan and renamed it SBENU Sonicboom before the start of the SBENU Champions Summer season. The team’s first season was unsuccessful, ending in last place. It then had to defend its place in the league through a promotion series against Ever, which it won 3–1. SBENU was consequently able to retain its position for the following season. The company also sponsored the second and third seasons of StarCraft II StarLeague. The rapid expansion of sponsorship and promotional spending was not matched by stable supplier payments. Before the company’s dissolution, SBENU was reported to have spent about US$8.26 million per year on celebrity and gaming-event sponsorships while failing to pay manufacturers completely. In 2016, the company attributed part of the payment crisis to HIKE, an agency operated by two owners whom SBENU described as formerly bankrupt. SBENU alleged that HIKE had embezzled about US$7.1 million and that this prevented funds from reaching manufacturers. The available reference does not establish the final legal disposition of those allegations. On 7 October 2016, SBENU announced that it would cease all sales and dissolve. The company’s brief history illustrates both the potential reach and the risks of a high-spending, sponsorship-led growth strategy. SBENU built substantial domestic visibility through stores, celebrity marketing, football branding, and esports, but its operating difficulties and unpaid manufacturing obligations ultimately ended the brand’s commercial activity.

1. 2016Company alleges HIKE embezzlement

   SBENU attributed part of its manufacturer-payment crisis to alleged embezzlement by the HIKE agency.

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2. 2016Sales cease and company dissolves

   SBENU announced on 7 October 2016 that it would stop all sales and dissolve.

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3. 2015Retail network exceeds 100 stores

   SBENU had opened more than 100 retail stores nationwide by 2015.

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4. 2015Manchester United sponsorship

   SBENU agreed to sponsor Manchester United as the football club’s official footwear brand.

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5. 2015SBENU Sonicboom enters League of Legends competition

   SBENU acquired Prime Clan’s roster, renamed it SBENU Sonicboom, and entered the 2015 summer Champions season.

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6. 2014SBENU is founded

   Hwang Hyo-Jin founded SBENU on 30 June 2014 as a South Korean athletic footwear and apparel brand.

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7. 2013Business begins as Shoe Farm

   The business that later became SBENU was originally established under the name Shoe Farm.

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A youth-oriented South Korean athletic footwear and apparel brand positioned through fashionable sports products, celebrity endorsements, football associations, and unusually prominent esports sponsorships.

• SBENU athletic footwearAthletic footwear2014

  The company’s core offering was branded athletic footwear. SBENU used shoe products as the foundation for its retail network and broader fashion-marketing strategy, presenting the brand through celebrity, football, and esports associations.

• SBENU apparelSportswear and apparel

  SBENU also operated in apparel alongside its footwear business. The available reference material identifies apparel as part of the company’s scope but does not provide a detailed catalog of individual garments or collections.

• SBENU SonicboomEsports team2015

  SBENU Sonicboom was the company-backed League of Legends team created after SBENU acquired Prime Clan’s roster in 2015. It competed in the South Korean league system and preserved its league place after defeating Ever in a 3–1 promotion-series match.

• 2015Manchester United official footwear sponsorship

  International

  SBENU agreed to sponsor Manchester United and became associated with the club as its official footwear brand, supporting the company’s stated ambition to build a global profile.

  Outcome. The sponsorship increased the brand’s international visibility, but SBENU later ceased sales and dissolved in 2016.

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• 2015South Korean esports sponsorship program

  South Korea

  SBENU became a major sponsor of Korean esports, supporting the BroodWar Sonic league, League of Legends Champions Korea, StarLeague, and Global StarCraft II League.

  Outcome. The program made SBENU highly visible in Korean competitive gaming before the company’s dissolution.

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• 2015Celebrity endorsement program

  South Korea

  SBENU promoted its footwear and apparel through celebrity models including IU, Song Jae-rim, AOA, and Kisum.

  Outcome. The endorsements formed part of the company’s high-spending brand-building strategy.

  Source

• 2016Cease sales and dissolve the companyStrategy

  The company faced unpaid manufacturer obligations and attributed part of its financial difficulties to alleged embezzlement by HIKE.

  What changed. On 7 October 2016, SBENU announced that it would stop all sales and dissolve.

  Aftermath. SBENU’s footwear, apparel, sponsorship, and esports activities ended with the company’s dissolution.

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• 2015Acquire Prime Clan League of Legends rosterM&A

  SBENU sought a direct presence in South Korea’s professional League of Legends ecosystem in addition to sponsoring competitions.

  What changed. It acquired Prime Clan’s roster and renamed the team SBENU Sonicboom.

  Aftermath. The team finished last in its first Champions season but defeated Ever 3–1 in a promotion series and retained its league position.

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• 2016Alleged HIKE embezzlement and unpaid manufacturersControversy

  SBENU faced a financial crisis while reportedly spending heavily on celebrity and esports sponsorships and failing to pay manufacturers in full. The company alleged that the HIKE agency had embezzled approximately US$7.1 million and that this contributed to the unpaid obligations. The available source does not establish the final legal outcome.

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• 2016SBENU announces end of sales and dissolution

  SBENU announced on 7 October 2016 that it would cease all sales and dissolve.

  Bankruptcy
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• 2015SBENU agrees to Manchester United footwear sponsorship

  SBENU entered a sponsorship arrangement with Manchester United and was presented as the football club’s official footwear brand.

  Campaign
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• 2015SBENU enters South Korean esports sponsorships

  The brand sponsored several Korean esports competitions, including the BroodWar Sonic league, LCK, StarLeague, and Global StarCraft II League.

  Campaign
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• 2015SBENU acquires Prime Clan League of Legends roster

  SBENU acquired Prime Clan’s League of Legends roster and renamed the team SBENU Sonicboom before the 2015 summer Champions season.

  M&ACampaign
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1. SBENU