Adidas Vibes Selects Kim Jae-won as Domestic Ambassador, Targets MZ Generation

Adidas Vibes announced on the 10th that actor Kim Jae-won has been selected as its domestic ambassador as part of its strategic initiative to penetrate the South Korean market.

Coty Korea, which holds the brand license for Adidas Vibes, stated that Kim's dynamic and positive image aligns with the brand's values, making him an ideal choice for the ambassador role. Coty Korea is the local arm of the global beauty company Coty, while LG Household & Health is tasked with the official sales and marketing for Adidas fragrances in the region.

Kim Jae-won has garnered attention as an emerging star, recognized for his strong performance skills and a bright, healthy public persona. His approachable charm and positive energy resonate well with the MZ generation, suggesting that this collaboration could leverage Kim's high favorability among potential customers.

Kim expressed his enthusiasm, stating, "I am excited to partner with Adidas Vibes, a brand I have always liked. I want to authentically convey various emotions and moods through fragrances in everyday life." This endorsement positions Kim as a relatable figure who can effectively communicate the brand's message to a wider audience, enhancing brand awareness and consumer engagement.

The newly launched ‘Adidas Vibes Eau de Parfum’ collection features four distinct fragrances that break away from traditional scent profiles. Incorporating unconventional ingredients such as captivating chocolate, mysterious woods, and mineral salts, the collection aims to offer an innovative sensory experience.

The product line consists of Wonder Force, Dream Glaze, Smooth Pace, and Power Zone. Developed in collaboration with renowned perfumers, each scent is designed to evoke specific emotions and moods, providing a differentiated olfactory experience through a balance of unique ingredients and artistry in blending.

Coty Korea and LG Household & Health noted, "Through the Kim Jae-won ambassador campaign, we aim to engage more actively with domestic consumers, accelerating growth through a differentiated brand experience." This reflects a broader trend within the beauty industry towards utilizing brand ambassadors to foster community and connection, creating an engagement strategy that aligns with contemporary consumer expectations.