Reebok Appoints Lee Hyori as Brand Ambassador
23 FW Padding Collection Photoshoot 'Return' Teaser Released
LF announced on the 13th that the global sports brand ‘Reebok,’ operated by LF, has appointed Lee Hyori as its brand ambassador.
Reebok judged that the image of Lee Hyori, a multi-entertainer symbolizing the era, aligns well with Reebok’s brand identity, which has a classic heritage, and selected her as the brand ambassador to continue various campaign activities.
As a global sports brand with 128 years of deep history and story, recognition on the global stage, and popularity across all age groups, LF has been actively carrying out diverse marketing emphasizing Reebok’s heritage since officially launching Reebok in Korea last October.
A Reebok representative said, “Reebok is a brand firmly established in the minds of many consumers over a long history, so we expect to create various synergies that align with Reebok’s brand direction together with Lee Hyori, an icon symbolizing an era and possessing a unique fashion sense. We plan to strengthen the image as a heritage brand that embraces all generations.”
As the first project with Lee Hyori, Reebok released teaser images and teaser videos of the 2023 Fall/Winter (FW) padding collection. Based on the comeback of the advertising queen and the return of Reebok’s Y2K fashion and retro mood, the theme was selected as ‘RETURN.’ The teaser photos and videos feature styles that reinterpret Reebok’s unique retro vibe in line with modern trends, and Lee Hyori styled the ‘Lee Hyori Pump Padding,’ previewing the retro fashion that will be popular this winter.
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The Lee Hyori Pump Padding is a padded jacket with a bulky silhouette and a glossy finish inspired by Reebok’s signature Pump technology, scheduled to be released on the 27th of this month. Starting with the release of teaser photos and videos, Reebok plans to sequentially unveil various content collaborated with Lee Hyori, including the main photoshoot and photoshoot sketch videos.
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