After nearly two years of preparation, we finally unveiled this collaboration to the world. AM95xWORKSOUT tells the story of 5 friends who met in a same classroom of Seoul Highschool in the late 1990s. What began as an unofficial, schoolyard sneaker-dealing operation—Southfoot, a DIY web store—eventually evolved into WORKSOUT, one of Korea’s most influential streetwear retailers.The globally released film and visuals star Seung-hyuk Kang, founder of WORKSOUT, portrayed through the brand's symbolic character WorkGu. The narrative playfully weaves together details deeply embedded in their youth daily lives at the time: compact digital camera used to shoot content, kimbap sold in front of school, CRT monitor used to surf eBay, and the basketball culture that defined what was considered “cool” in that era.Together, these elements vividly and humorously capture a life driven by sneakers—revealing the passion, character, and cultural context that shaped WORKSOUT and ultimately led to this collaboration.

• Attracted youth, Retained converted: While younger members(15-34) showed higher purchase intent, the SNKRS cam hurdle led to higher conversion among retained buyers (98%) over first-time buyers.