Premier League Golden Boot winner Son Heung-min arrives at Incheon International Airport, Tuesday, wearing a t-shirt decorated with the logo, NOS7. Korea Times photo by Hong In-kee

By Park Jae-hyuk

Premier League Golden Boot winner Son Heung-min is set to join hands with Shinsegae Group once again to sell the products of NOS7, the fashion brand Son plans to launch on June 17, according to industry officials, Sunday.

The new brand has drawn attention since last Tuesday, when the Tottenham Hotspur forward arrived at Incheon International Airport, wearing a white t-shirt decorated with the logo.

The name of the brand has been widely interpreted as a combination of the footballer's family name spelled backward and his jersey number, although the official website indicated that the acronym refers to "Nothing, Ordinary Sunday."

Son has already finished trademarking the brand earlier this month.

According to the Korea Intellectual Property Rights Information Service, the products of NOS7 will range from sportswear, underwear, socks, shoes, hats and gloves to bathrobes, aprons and skirts.

Once Son signs a contract with Shinsegae, the products are expected to be available at the retail giant-owned Casestudy multi-brand boutiques in Boon The Shop Cheongdam and Shinsegae Department Store's Gangnam Branch, both of which are located in southeastern Seoul.

Shinsegae confirmed that it is in talks with Son's representative to arrange details about the deal.

This is not the first time Son has collaborated with Shinsegae to launch his own fashion brand.

In 2016, when he launched H.M SON, named after him, he sold three types of 7STOHM snapback caps that he designed and various other items through SSG.com, Shinsegae's online marketplace.

"Son is not only good at football, but he also has a great fashion sense," a Shinsegae Group official said at that time. "He launched the brand to share his thoughts on fashion with his fans."

Son also applied for the trademark registration of another brand, INFEELD, intended for a food and beverage business.

His continuous attempts to launch his own brands are considered to be in line with trends in the global sports industry.

Manchester United's Cristiano Ronaldo also collaborated with designer Richard Chai to launch his own brand, named CR7, selling various items including underwear, shoes, accessories and perfumes.

Another example is the athletic shoe brand, On, founded by former professional triathlete Olivier Bernhard.