MLB has unveiled its 2026 F/W campaign "WINTER CITY: SAVE KARINA," featuring aespa's Karina. The campaign imagines Karina trapped in a fictional city frozen by a mysterious cold wave, with a special RESCUE TEAM formed to save her.
The exclusive RESCUE KIT delivered to editors includes a Winter City cap, a RESCUE ID CARD, and a crystal symbolizing the frozen city. Each item serves as a physical extension of the campaign's world-building and connects to missions at the pop-up. The objects transform storytelling into something tangible.
The MLB WINTER CITY POP-UP will take place at Hyundai Card Vinyl & Plastic in Hannam-dong on November 7 and 8. Visitors can participate directly in the mission to rescue Karina. The campaign visuals showcase Karina in a blue-toned LA Dodgers down jacket and beanie, as well as a white NY Yankees cap, expected to be featured on-site.
MLB has turned its winter collection into narrative-driven content, moving beyond product reveals to engage fans through the central mission of rescue. How would you choose to save Karina?
The exclusive RESCUE KIT delivered to editors includes a Winter City cap, a RESCUE ID CARD, and a crystal symbolizing the frozen city. Each item serves as a physical extension of the campaign's world-building and connects to missions at the pop-up. The objects transform storytelling into something tangible.
The MLB WINTER CITY POP-UP will take place at Hyundai Card Vinyl & Plastic in Hannam-dong on November 7 and 8. Visitors can participate directly in the mission to rescue Karina. The campaign visuals showcase Karina in a blue-toned LA Dodgers down jacket and beanie, as well as a white NY Yankees cap, expected to be featured on-site.
MLB has turned its winter collection into narrative-driven content, moving beyond product reveals to engage fans through the central mission of rescue. How would you choose to save Karina?
FAQ
When and where is the MLB Winter City pop-up happening?
The MLB Winter City pop-up will take place November 7–8, 2026 at Hyundai Card Vinyl & Plastic in Hannam-dong. Visitors can participate in missions to rescue Karina and see the campaign looks in person.
What's included in the MLB WINTER CITY campaign rescue kit?
The rescue kit contains a Winter City exclusive cap, RESCUE ID CARD, and a crystal symbolizing the frozen city. Each item connects to missions at the pop-up and physically embodies the campaign's world-building.
What is the concept of MLB's Karina 2026 F/W campaign?
WINTER CITY: SAVE KARINA tells the story of rescuing Karina, trapped in a fictional city frozen by extreme cold. A RESCUE TEAM has been formed, and fans can join rescue missions at the pop-up. It reimagines a sportswear winter collection through narrative-driven content.
