Prada has chosen Chinese basketball sensation Shuyu Yang as its latest brand ambassador for the Chinese market. Boasting a substantial following of over 3 million on Weibo, the 21-year-old Olympic bronze medalist is featured in a captivating series of images and a short film, showcasing Prada’s latest men’s collection while effortlessly combining basketball skills with a passion for music.
However, Shuyu Yang is not the sole representative of Chinese athleticism and fame in Prada’s lineup. Last year, the luxury brand appointed Ma Long, the accomplished Chinese table tennis player, as its brand ambassador. Prada has also previously enlisted the likes of popular singer Cai Xukun to embody the essence of the brand.
This strategic move aligns with Prada’s focus on the Chinese market, mirroring a trend observed among luxury brands looking to capitalize on the easing of pandemic restrictions in China and the country’s reopening. In a similar vein, Burberry made headlines in April by appointing actor Chen Kun as its first Chinese global ambassador in two years. This decision marked a significant step in mending relations with China after facing criticism for banning Xinjiang cotton in March 2021.
As brands that have maintained a strong presence in China continue to flourish, the rewards are evident. LVMH, for instance, reported an impressive 18% increase in organic sales within its fashion and leather goods divisions in Q1, largely attributed to the lucrative Chinese market.
