Archive · 16 Nov 2025
An Se-young's Cinderella Story: Custom Shoes and Badminton Sponsorships
Imagine a super talented athlete, like a star in a fairy tale, who needs special shoes to play her best.
This athlete, An Se-young, is a world-class badminton player from South Korea.
For a long time, players had to wear shoes from the team's main sponsor, even if they weren't comfortable.
An Se-young had a lot of pain and blisters from shoes that didn't fit right, which is like Cinderella having trouble with tight shoes.
After a big fuss, including showing her sore feet at a government meeting, the people in charge decided to let her pick her own shoes for important games.
This is a big deal because it means her comfort and performance are more important than just following old rules about sponsors.
She's now winning games in shoes that fit perfectly, just like a modern Cinderella finding her own 'glass slipper'.
South Korean badminton star An Se-young faced issues with ill-fitting sponsored shoes, impacting her performance.
A bidding war for her sponsorship reportedly reached USD 10 million, with Yonex retaining her as a major client.
Despite a massive contract, Se-young was granted temporary permission to wear preferred brands like Asics and Mizuno due to foot discomfort.
This decision followed public sentiment, a National Assembly hearing showcasing her blistered feet, and consultations with sports officials.
Se-young's success in tournaments like the Denmark and French Opens with her chosen footwear highlights a shift towards player-centric sponsorship agreements.
- Who
- An Se-young, a dominant South Korean badminton player, along with the Badminton Korea Association (BKA), Yonex, and other sports officials.
- What
- An Se-young was granted temporary autonomy to wear her preferred footwear, deviating from the official team sponsor's requirements, due to discomfort and a history of foot issues. This decision was influenced by her performance, public sentiment, and a National Assembly hearing.
- When
- The issue became prominent leading up to and during the BWF World Tour Super 750 Denmark Open (starting Oct. 15) and continued through the French Open.
- Where
- South Korea (national team context) and international badminton tournaments like the Denmark Open and French Open.
- Why
- To ensure player comfort and optimal performance by allowing Se-young to wear shoes that fit snugly and address her foot issues, challenging traditional sponsorship regulations.
- Athlete
- An Se-young
- Sport
- Badminton
- Key Issue
- Footwear sponsorship and player comfort
- Major Sponsors Involved
- Yonex, Li Ning, Asics, Mizuno
- Key Event Trigger
- Paris Olympics preparation and National Assembly hearing
- Autonomy Granted
- Temporary, limited autonomy regarding footwear