DAVIDO
PUMA signed a long-term agreement with Davido so as to reiterate its commitment to the rapidly growing African market.
Davido will act as a brand ambassador for PUMA in sub-saharan Africa, North America and across the world, by wearing PUMA’s Sportstyle collections, including the company’s iconic T7 tracksuits and also the company’s Basketball and football styles.
LEBRON JAMES
Basketball star, LeBron James announced his partnership with PepsiCo in January.
The LA Lakers star and four-time NBA champion is considered to be one of the most marketable athletes in the world.
He was associated with Coca-Cola for about 17 years before ending his partnership back in September 2020.
James, often regarded as one of the greatest in the history of sports, is seen as the face of the launch of the new Mtn Dew Rise Energy Drink.
Pepsi unveiled its inaugural advertising campaign with James on Thursday, May 13, 2021.
The deal included a commercial that will be aired throughout the NBA playoffs.
PepsiCo in recent years has vowed to increase black representation at the company and have committed around $400 million over the next five years to support black businesses and communities, a cause that James is passionate about.
BEYONCE
Beyoncé Giselle Knowles-Carter, an American singer, songwriter, and actress on October 18, 2021, signed a partnership with Peloton Interactive, Inc. an American exercise equipment and Media Company.
Peloton Inc announced that the global superstar is bringing a new Artist Series to its streaming classes. They will be rolled out over a three-day period and be available on the app (iOS, Android, Fire TV, Roku, Android TV, among others), Bikes and Tread.
Peloton’s main products are internet-connected stationary bicycles and treadmills that enable monthly subscribers to remotely participate in classes via streaming media.
This is however not the only deal for Beyoncé in 2021, as she and husband, Jay-Z, Partnered With Tiffany & Co. to provide $2 million in scholarships to students at five HBCUs.
KAREENA KAPOOR KHAN
Kareena Kapoor Khan, an Indian actress also partnered with hair care brand, St. Botanica, as its brand ambassador in the outgoing year.
The company said in a press statement that the objective is to attract new generations of consumers with a relevant hair care brand that is derived by nature and elevated by science. St. Botanica is taking the next step in its journey, with Khan, as its face, leading the way.
The Bollywood actress has appeared in over 60 Hindi films. she made her acting debut opposite Abhishek Bachchan in the 2000 drama Refugee, for which she earned a Filmfare Award for Best Female Debut.
GREAT KHALI
Ubon, world No.1 manufacturer and distributor of headphones, speakers and other mobile accessories signed up wrestler, The Great Khali, as its brand ambassador in 2021.
The Great Khali will be seen promoting audio wearables, bluetooth devices, and speakers among other range of Ubon products.
Ubon Managing Director, Mandeep Arora, who welcomed The Great Khali to the family, mentioned that the wrestler exemplifies the value strength in the products, which in turn would help the company engage better with its consumers – thus re-instilling in them a sense of trust, strength and dependability. He further noted that it is critical to sustain a strong identity in the consumer’s mind and Ubon’s association with one of the world’s greatest strength icons will indeed enhance the brand’s impact with consumers.
HYUN BIN
Korean iconic figure, Hyun Bin, who starred in the hit Netflix series Crash Landing on You (2019-2020) became the first Korean celebrity to endorse the Italian luxury brand Loro Piana in September 2021.
The brand stated that their reasons for partnering with him is his engagement with humanitarian and environmental issues which underscores the common values shared between the celebrity and the Loro Piana brand.
The actor will sport the brand’s upcoming fall/winter 2021-2022 collection, which will also include ready-to-wear items and accessories.
CARDI B
Belcalis Marlenis Almánzar, known professionally as Cardi B, an American rapper and songwriter joined the Playboy family with her appointment as its first creative director in residence.
The lifestyle and entertainment brand is gearing up for the launch of Centerfold, a creator-led platform, for which the American rapper is also a founding Creative Director and member.
According to Playboy, Cardi B will share her perspective and offer direction across the co-branded fashion and sexual wellness merchandise collections. In addition to providing input on Playboy’s editorial side.
