In August 2015, SM partnered with sports marketing company IB Worldwide to create Galaxia SM, responsible for golfer Park In-bee, gymnast Son Yeon-jae, and Choo Shin-soo, right fielder for the Texas Rangers. On November 6, the 10th anniversary of Super Junior's debut, SM announced the creation of the group's own sub-label, Label SJ. In late 2015, SM partnered with modeling company ESteem to promote self-owned content and network. The venture later expanded its acting division through the acting debuts of models Ki Do-hoon and Lee Cheol-woo.