[Edaily Reporter KYUNG GYEYOUNG ] F&F has secured the global trademark rights and related intellectual property (IP) for “Discovery Expedition,” marking the start of full-scale overseas expansion for the lifestyle outdoor brand Discovery Expedition.

#F&F announced on the 13th that it will acquire the global trademark rights and all related intellectual property (IP) for Discovery Expedition from Discovery Communications in the U.S. for $80 million (113.2 billion won).

The transfer of trademark rights is scheduled to proceed sequentially in accordance with the relevant laws and procedures of each country. Previously, in July 2024, F&F acquired exclusive licenses for Discovery in China, Japan, Taiwan, Hong Kong, Macau, Thailand, Vietnam, Singapore, the Philippines, Indonesia, and Malaysia to expand into China and Southeast Asia.

With this acquisition, F&F has laid the groundwork to further expand its Discovery business into the global market, following its expansion into Asia, including China. Launched in 2012, Discovery shook up the market by introducing the new concept of “lifestyle outdoor” to a sector that had previously been focused primarily on functionality. F&F plans to take another leap forward as a high-performance lifestyle wear brand by strengthening lifestyle functionality while expanding into the active wellness sector.

Kim Chang-soo, Chairman of F&F, emphasized, “‘Discovery’ will remain a word that exerts the most significant influence on human meaning and development, even in the era of artificial intelligence (AI).” He added, “Discovery Expedition will continue to be a brand that profoundly impacts human life in the future, and growing a brand that embodies these values into the global market is a highly meaningful and valuable endeavor.”

Moving forward, F&F plans to expand its business into the global market, leveraging the brand management experience it has accumulated in Asian markets such as South Korea and China. The company intends to strengthen the brand’s competitiveness in the global market through product, marketing, and retail strategies tailored to the consumer characteristics and market environments of each country and region.