SEOUL — Samsung Electronics has enlisted some of pop culture’s biggest names from the worlds of music, fashion and sports in a bid to gain the attention of consumers in a smartphone industry where it is becoming harder and harder to stand out.
Last month, Samsung released Adidas-branded wireless Galaxy Buds earbuds, targeting design-focused young consumers. The 6,000 limited-edition pairs have already sold out in South Korea.
With smartphones and accessories showing symptoms of the commodification that has plagued TVs and other electronics, product differentiation has taken on an increased importance for South Korea’s top tech company if it wants to fend off Chinese rivals while winning the hearts of staunch Apple fans.
Besides Adidas, the industry leader also teamed with New York-based fashion brand Thom Browne to offer a range of products from a Galaxy phone and earbuds to a…
