Hoka Selects Jing Boran As Its Celeb Endorser In China 

California based running shoe brand Hoka  has selected Jing Boran as its new brand ambassador in China. 

The 36-year-old entertainer, who is known for his crooning and acting prowess, is a popular influencer and a brand endorser in China. He has collaborated with the likes of Jo Malone, Montblanc, Chanel, Uniqlo, Shiseido, Loewe, Bottega Veneta, Eucerin and UN-Habitat.

Hoka, which is known for backing marathoners, has taken a different approach in China, as it guns for a slice of the nation’s lively ecommerce market. Apart from enticing online consumers, the brand also has plans to engage with consumers who crave for immersive in-store retail and lifestyle experiences.     

The partnership with Jing Boran is another push into a pivotal Chinese market it aspires to have a bigger share in By associating its high-quality footwear with a popular figure who straddles entertainment and athletics, Hoka is positioning itself more than a running shoe, but a reputable, premium lifestyle brand. 

According to ASN data, Hoka has invested US$1.4m+ in the Asian sponsorship market since Q123, with a quarterly average investment of US$161k+ during this period. The forecast for Q425 is tipped to hit US$530k, on a massive upswing after a very lacklustre first three quarters of 2025 which saw no investment in the market. As for markets, South Korea (43.3%), China (28.9%), Japan (24.3%) and Vietnam (3.6%) are the four key investment point’s for Hoka’s spends. Unsurprisingly, the brand’s spends are solely focused on competitive endurance running events such as marathons, IronMan and trail running, and range between US$50k and US$309k.