Positioned at the forefront of wearable innovation, Wave Company is redefining the possibilities of functional sportswear. Under the leadership of CEO Nancy Cho, the Seoul-based startup is strategically expanding into global markets, focusing on high-performance textiles and AI-integrated fitness technologies.
Operating out of the DMC Advanced Industrial Complex, Wave Company has developed a niche within the sports tech space. Its flagship line, Wavewear, features apparel embedded with a silicone-based support system that replicates the therapeutic effects of kinesiology taping without the inconvenience of traditional tape application.
“We’re creating a shift in how people view performance apparel,” said CEO Cho. “Just as air cushioning revolutionized footwear, our technology is transforming expectations for what sportswear can deliver.”
From Concept to Cutting-Edge Innovation
The inspiration for Wavewear came from a simple yet powerful idea: making taping therapy wearable. Influenced by the form-fitting adhesion of silicone bras like Noubra, Cho envisioned clothing that could offer targeted support through embedded adhesive silicone layers. The result is AlignX, a proprietary wavy silicone pattern designed to move naturally with the body while providing real-time support during physical activity.
Studies conducted by the internationally accredited FITI Testing & Research Institute found that Wavewear is not just a concept, but a reliable product that reduces muscle fatigue by 35% more than conventional compression garments and provides three times the compression during joint bending, making it highly effective for both performance enhancement and injury prevention.
Proven by Athletes, Trusted on the World Stage
Wavewear has quickly gained recognition among elite athletes. Shin Eun-cheol, a member of Korea’s national speed climbing team, wore the company’s calf sleeves during the 2024 Paris Olympics, while Croatian football club HNK Hajduk Split now equips its players with Wavewear. These endorsements underscore the brand’s functional value in high-intensity environments.
New Material Technologies: ElecSil and TracSil
Expanding beyond apparel, Wave Company is developing next-generation wearable components, including:
- ElecSil: A second-generation conductive silicone for bioelectrical signal transmission, offering applications in health monitoring and smart textiles.
- TracSil: A soft, fiber-based strain sensor evolved from traditional structural monitoring systems, now used to track joint angles, muscle force, and full-body movement.
Integrated into the company’s TracMe system, TracSil enables AI-powered motion tracking and coaching. TracMe was unveiled at CES 2024 and MEDICA 2024 and is now available in select Lotte Hi-Mart locations across Korea.
Scaling Globally Through B2B and Retail Expansion
Wave Company is also investing in B2B partnerships across rehabilitation, construction safety, and industrial wearables. One of its current projects involves co-developing a calf muscle guard to prevent fatigue-related injuries in industrial workers.
Following an early investment from Stadia Ventures, a U.S.-based sports venture capital firm, the company is preparing for a Series A funding round to accelerate global distribution and product development. In January 2024, it launched Wavewear UK, a European subsidiary aimed at expanding into niche fitness markets through events like HYROX, a hybrid competition blending CrossFit and endurance training.
Vision: Disrupting the Sportswear Giants
CEO Cho draws inspiration from brands like Hoka and On Running, which carved out global success by targeting performance niches overlooked by legacy giants.
“Our goal isn’t to become the biggest,” Cho explained. “It’s to create functional, forward-thinking products that reflect how today’s athletes train, recover, and age. We want to be a small giant—a brand that disrupts by design.”
With its growing portfolio of smart textiles, sensor-integrated wearables, and global partnerships, Wave Company is poised to shape the next generation of sports technology, where function, intelligence, and innovation move in perfect sync.