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Calvin Klein Goes The Familiar K-Pop Endorsement Route
Calvin Klein is leveraging on the phenomenal power of K-pop by sealing an endorsement deal with girl group New Jeans.
The deal begins with the Fall 2024 campaign shot by Gordon von Steiner, featuring the quintet of Minji, Hanni, Danielle, Haerin and Hyein decked in the season’s collection.
Following the announcement, New Jeans stated, “We are so excited to star in a Calvin Klein campaign. It was a natural fit to partner with a brand rooted in confidence and with their team on a campaign that brought our personalities into focus, all while having fun wearing the latest seasonal styles.”
Exuding exuberant colour and an effortlessly cool attitude, the K-pop group showcases both their individual personalities and their group dynamic, captured in a campaign video soundtracked by Kah-Lo, Karma Fields and Associanu’s “It-Girl.”
According to ASN data, Calvin Klein has invested US$852k, giving the American fashion label a mere 0.3% share for its category in the Asian sponsorship market since Q122, with a quarterly average investment of almost US$84k during this period. As for Q424, spends are looking rosy and forecasted to hit US$153k, slightly over 1.8x from the usual quarterly average investment. In terms of deals, the brand tends to focus on endorsement deals, namely with South Korea celebrities including Spurs and South Korean national team captain Son Heung Min and BTS’ Jung Kook.
