New uniforms with improved functionality and comfort to be introduced at major stores; joint promotional and marketing activities to expand under brand partnership

Hankook Tire & Technology has signed an MOU with Puma Korea to strengthen the brand competitiveness of T'Station, its tire-focused total automotive service store network. [Hankook Tire & Technology]
Hankook Tire & Technology has signed an MOU with Puma Korea to strengthen the brand competitiveness of T'Station, its tire-focused total automotive service store network. [Hankook Tire & Technology]

Hankook Tire & Technology announced Tuesday that it has signed an MOU with global sports brand Puma Korea to strengthen the brand competitiveness of T'Station, its tire-focused total automotive service store network.

The two companies held a signing ceremony at Technoplex, Hankook Tire's headquarters in Pangyo, Gyeonggi Province, with key representatives from both sides in attendance. They agreed to draw on each company's capabilities and expertise to improve working conditions for store owners and staff while enhancing brand value at customer touchpoints.

As the first collaborative project under the agreement, the two companies will jointly handle the planning, design, production and supply of new work uniforms for Hankook Tire's stores — including T'Station, The Tire Shop and TBX (Truck Bus Express), its truck and bus specialist stores. The uniforms will be designed with actual store operating environments and job requirements in mind, prioritizing functionality and wearing comfort to raise job satisfaction among store owners and employees.

Hankook Tire said it expects to apply Puma Korea's sportswear expertise and design capabilities to the new uniforms, improving on-site working comfort and projecting a more professional brand image at customer touchpoints. The new uniforms will be rolled out sequentially at stores each season, starting with a winter line at the end of October.

The two companies plan to treat the uniform collaboration as the first phase of their partnership, gradually expanding cooperation into joint promotional activities and other brand and marketing initiatives. They intend to leverage each company's brand assets and strengths to broaden customer engagement and reinforce the competitiveness of both brands.

"Through this MOU, we expect to provide store owners and employees with a better working environment and further strengthen Hankook Tire's professional brand image at customer touchpoints," said Lee Yong-gwan, head of Hankook Tire's Korea business division. "We plan to continue building on our close cooperation with Puma Korea to pursue a range of collaborations that draw on the strengths and brand assets of both companies."

Meanwhile, Hankook Tire is also deepening its partnerships with global automakers — most recently supplying its ultra-ultra-high-performance tire, the Ventus S1 evo Z, as original equipment for the new Porsche Panamera.


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