Brands
Nike and BTS launch exclusive tour merchandise and fan customisation experience
New Nike By You collection lets BTS fans personalise apparel during ARIRANG tour
NEW DELHI: Swoosh meets superstar. Sportswear giant Nike has teamed up with global K-pop sensation BTS for a special merchandise and customisation programme tied to the group’s upcoming BTS WORLD TOUR ARIRANG.
The collaboration introduces a first-of-its-kind BTS-themed experience on Nike By You, allowing fans to personalise Nike apparel and tote bags using exclusive designs inspired by the band’s music, legacy and global cultural influence.
At the centre of the partnership are 10 custom BTS-inspired graphics created exclusively for the Nike By You platform. The designs blend bold typography, fluid visual elements and symbolic references to the group’s journey, giving fans the opportunity to create personalised pieces that reflect their connection to the seven-member band.
Several designs prominently feature the number seven, a nod to BTS’ seven members, while others draw inspiration from musical bars and measures, reflecting the group’s enduring influence on global music culture. Typography serves as a defining visual element throughout the collection, with custom wordmarks designed specifically for the collaboration.
Alongside the customisation programme, Nike is launching a dedicated BTS tour merchandise line featuring exclusive T-shirts, hoodies and a Korea-only cap. The apparel collection draws heavily on the group’s heritage and signature aesthetic, combining contemporary styling with references to BTS’ artistic evolution.
The collection has been designed to align with the themes of the ARIRANG world tour, celebrating both the group’s history and its future ambitions. According to Nike, the merchandise and customisation experience are intended to offer fans new ways to express their fandom while creating memorable concert-going looks.
The Nike By You BTS experience officially launched on June 1 at select stores, beginning in cities including Seoul, Busan, Tokyo and Osaka. The rollout will continue across major global markets throughout the year, including Singapore, Bangkok, Kuala Lumpur, Jakarta, Delhi, Bangalore, London, Paris, Toronto and several cities across China.
In India, fans in Delhi and Bangalore will gain access to the Nike By You BTS experience from June 1, with additional availability planned through October.
The broader rollout reflects both Nike’s growing focus on fan-driven personalisation and BTS’ continued influence beyond music, extending into fashion, lifestyle and youth culture. The collaboration also underscores the increasing convergence of global entertainment and consumer brands as they seek deeper engagement with highly passionate fan communities.
With exclusive merchandise, personalised designs and a multi-city global launch, the Nike x BTS partnership is set to give fans a fresh way to wear their fandom on their sleeves, quite literally, as the ARIRANG tour takes centre stage around the world.
