Reebok Announces Lee Hyo-ri as Brand Ambassador
- A match made in heaven between first-generation K-pop queen and heritage brand Reebok... Sneak peek of 2023 FW Puffer Jacket Collection, “RETURN”
- A reinterpretation of retro trend, the “Lee Hyo-ri Pump Padding” and others expected to make waves in the fashion scene... Photos to be released on 27th
Reebok, a global sports brand distributed in South Korea by the lifestyle culture company, LF, has announced first-generation K-Pop queen, Lee Hyo-ri, as its brand ambassador after her return from a ten-year hiatus.
The classic heritage brand declared Lee Hyo-ri the perfect fit for its brand identity, as she is one of South Korea’s most beloved solo artists and an all-round entertainer. Based on this selection, Reebok plans to work with Lee Hyo-ri as its brand ambassador in future campaigns.
Reebok has a 128-year-old history as a global sports brand, a spotlight on the global stage, and a far-reaching appeal among various age groups. Since the commencement of Reebok’s distribution in South Korea from October of last year, LF has been active in its promotion of the brand, which has resulted in the launch of various Reebok campaigns with an emphasis on its heritage.
An official from Reebok commented, “Reebok’s long heritage means that consumers have a clear idea about what the brand represents. We are excited to explore what new sides of Reebok can be created by working with Lee Hyo-ri, who is an icon of another generation and trendsetter.” The official further added, “We intend to cement Reebok’s image as a heritage brand that spans all ages.”
As its first project with Lee Hyo-ri, Reebok has released its 23 FW Puffer Jacket Collection in teaser photos and videos. Based on the return of the K-pop queen and a throwback to Reebok’s Y2K fashion, the theme of the collection is “RETURN”. The teaser photos and videos showcase Reebok’s modern interpretation of retro and imply that the “Lee Hyo-ri Pump Padding” will make waves in the fashion scene this winter.
The “Lee Hyo-ri Pump Padding” is a creation inspired by Reebok’s signature pump technology, and is a padded jacket with a bulky silhouette and metallic sheen.
Photo Description: Teaser photoshoot for Reebok’s “RETURN” Collection featuring brand ambassador, Lee Hyo-ri