Celebrity Endorsement

How Brands Are Leveraging Idol Fandom In China

February 8, 2020

Fan economy in China has always been very influential, a key reason why brands have pumped…

Under Armour Rejigs Marketing Plan; Bets Big On In-House Branded Content

January 18, 2020

Sportswear brand Under Armour is poised to intensify its Branded Content spends with a new global…

Chinese Football Star Wu Lei On Endorsement Spree; Bags Heilan Home Deal

January 9, 2020

Chinese star footballer Wu Lei, who is plying his trade for Spanish top-flight club Espanyol, is…

Puma Turns Heads With Latest Branded Content Campaign

October 26, 2019

Puma India has notched another viral hit with Propah Lady, its latest branded campaign to tackle gender stereotypes.

Fila Secures Deal With China Tennis Open On Back Of 3x Growth

September 21, 2019

Fila has become the official sportswear brand for the China Tennis Open, after securing a three-year sponsorship deal.

Asics Experiments With Non-Sport Celeb Endorsement In Southeast Asia

August 17, 2019

Japanese sport brand Asics has announced K-pop group Kard as its new brand ambassador across Southeast Asia, focusing on social media exposure.

Shopee Sustains Sponsorship Shopping Spree With Ronaldo

August 15, 2019

E-commerce platform Shopee, which is available across Southeast Asia and Taiwan, has signed Cristiano Ronaldo as a celebrity endorser.

Puma Seals Its Asian Basketball Deal; Follows Global Strategy

August 13, 2019

Puma has scored its first basketball sponsorship deal in Asia, after signing Chinese basketballer Zhao Jiwei on an endorsement deal reportedly worth US$500k.

Indonesian Pharma Gets Braver With Celeb-driven Short Film

August 6, 2019

Indonesian roller gel supplement Jointfit has pushed itself into braver territory with an innovative Branded Content platform, including a film based on the life of its celebrity endorser.