Nike partners with k-pop sensation BTS on a Nike By You customization experience and tour merchandise for BTS WORLD TOUR “ARIRANG.” The collaboration gives fans two ways to connect with the tour through Nike apparel: custom pieces created in select stores and exclusive merch available in select tour cities and online in China.
BTS
BTS WORLD TOUR “ARIRANG” opened on April 9, 2026, at Goyang Stadium in South Korea, marking BTS’ first major full-group concert run since all seven members completed mandatory military service. It follows Permission to Dance On Stage, the group’s last major full-group tour, which ended in Las Vegas on April 16, 2022. The schedule continues with Busan on June 12 and 13 at Busan Asiad Main Stadium, before further dates in Europe, North America, Asia, Australia, and other regions through 2027. Tickets for key dates sold quickly, with the North American and European legs selling out within hours.
The Nike By You experience includes 10 custom BTS designs for select Nike apparel and totes. Fans can apply the graphics through the customization platform, creating pieces tied directly to the group and the tour. The designs use expressive shapes, BTS typography, custom wordmarks, and subtle details connected to the band’s music and visual identity.
Several graphics reference the number seven, pointing to the seven members of BTS. Other designs draw from musical bars and measures, linking the collection to the group’s work as performers and recording artists. Nike also brings in references to the members’ shared Korean heritage through the wider visual system of the collaboration.
Nike x BTS tour merchandise includes exclusive T-shirts, a hoodie, and a Korea-only cap. The pieces follow the same graphic direction as the Nike By You designs, with typography and custom artwork connecting the merch to BTS WORLD TOUR “ARIRANG.” The collection gives fans concert-ready pieces tied to specific dates and locations.
The Nike By You customization experience starts June 1 at select Nike stores. Seoul, Busan, Tokyo, and Osaka receive the launch first. Singapore, Taguig, Bangkok, Kuala Lumpur, Jakarta, Delhi, and Bangalore follow on June 1 and October 12. London launches on July 1, Paris on July 13, Toronto on August 15, and Beijing, Chengdu, Chongqing, Guangzhou, Hangzhou, Kaohsiung, Shanghai, Shenzhen, Taichung, Taipei, and Wuhan on October 30. Hong Kong follows on February 26, 2027.
Nike x BTS merch launches June 12 in Seoul, Busan, and Tokyo. Chicago, Boston, San Francisco, Los Angeles, New York City, Las Vegas, and London follow on July 5. China receives the merch on July 10. Singapore, Taguig, Bangkok, Kuala Lumpur, Jakarta, and Toronto follow on August 20. Melbourne launches on February 5, 2027, and Sydney follows on February 12, 2027. Nike will share specific store and location details closer to each on-sale date.
