ITZY “SNEAKERS” M⧸V @ITZY - ITZY “SNEAKERS” M⧸V @ITZY

What this video is

Released July 15, 2022 as the lead single of ITZY's fifth EP 'Checkmate' via JYP Entertainment and Republic Records, 'SNEAKERS' arrived at a moment of peak commercial momentum for the group. The EP received 720,665 pre-orders — making ITZY the fourth K-pop girl group in history to surpass 700,000 pre-orders — and debuted at number one on the Circle Album Chart. The song peaked at number five on the Circle Digital…

Why it matters

As the lead single of a million-selling EP, 'SNEAKERS' represents a textbook example of peak-era 4th-generation K-pop title track MV production: electro-pop composition at 120 BPM, bilingual Korean/English lyric strategy for global reach, high-concept royal-world visual design, and rapid-fire…

The director

725 is a Seoul-based K-pop music video directing duo, operating under the production company SL8 Visual Lab (also stylised as SL8ight Visual Lab). The duo consists of Jeon Jihoon and Kang Dongyeon (known professionally as Kylie Kang). They are among the most…