MILAN – As a signal of the growing importance of the Chinese market for Bally and for the luxury sector in general, the Swiss company has appointed the Chinese actor Johnny Huang as its new global brand ambassador – and is already planning lots of activities with him for the rest of the year, marking the brand’s 170th anniversary.
The luxury house – which has a strong footprint in China with 60 stores and presence through a dedicated e-commerce site as well as via a WeChat Mini program, Tmall and JD.com – takes advantage of Huang’s local and global appeal. The brand was acquired by Chinese fashion and textile conglomerate Shandong Ruyi from JAB in 2018 for a reported $ 700 million.
“We are thrilled that Huang is joining us as Bally’s new brand ambassador. He is a formidable actor, and his dynamic personality and modern sense of style match perfectly with Bally’s pioneering spirit and cultural reverence, ”said Nicolas Girotto, CEO of Bally.
Bally revealed Huang as the face of the fall 2021 ad campaign and confirmed that he will also appear in the spring 2022 ads. For the fall, Huang will be portrayed alongside model Zhao Jiali against a picturesque backdrop of sporting goods from the brand’s “Legacy Continua” fall 2021 collection, which includes accessories that combine leather with a lodged canvas with Bally’s B-monogram.
The company also revealed that Huang, which boasts 20 million followers on Weibo, will cut the ribbon for pop-up Bally Hike, a temporary retail post that bends next fall at Beijing’s China World Mall. The pop-up will focus on the brand’s mountaineering DNA and offers a dedicated capsule collection of hiking boots, clothing and accessories developed with fashion stylist Robert Rabensteiner.
Huang is also ready to support the brand’s celebration of local celebrations in China, such as Chinese Valentine’s Day, which Bally plans to intensify globally across social media channels, out-of-home advertising, as well as Tmall’s Heybox and All-Star promotion programs.
“It is a great honor to be elected as Bally’s brand ambassador. This special year is so special as it marks Bally’s milestone of its 170th anniversary. A brand with such a rich heritage is bound to carry on the vitality of over a century of continuous innovation and design, ”Huang said.
The award-winning actor started his career in 2016 and gained international fame in 2018 as one of the main characters in the action film “Operation Red Sea.” Huang was awarded “Best Newcomer” at the 13th Asian Film Awards and “Best Actor in a Chinese Modern Television Series” at the 24th Huading Awards.
Huang’s appointment marks for the first time that a Chinese personality has the role of global ambassador for the brand. Before Huang, Chinese actor Deng Lun was named Bally’s first male ambassador to Asia and the Pacific in 2019, while the luxury company in 2017 exploited actress Tang Yan as its spokeswoman in Asia. She designed a handbag line for the brand in 2017.
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