Bally signs up Johnny Huang as brand ambassador

Bally is underlining the strength of the Chinese consumer with its latest campaign as it has signed up Chinese actor and model Huang Jingyu, also known as Johnny Huang, as the campaign’s star and as its brand ambassador more widely.

“The award-winning Chinese actor will reinterpret our pioneering spirit with his signature style and edge,” the company said. In its 170th anniversary year, it’s also planning plenty of major activities with the celebrity.

The company has 60 stores in China and a dedicated webstore there, as well as a prominent presence on e-tail sites like Tmall and on local social media.

Buit it’s not all about China, of course, with the actor also being known internationally. In fact, his appointment is the first time a Chinese personality has acted as global face for the label.

The company said its new spokesmodel is “a formidable actor” with a “dynamic personality and modern sense of style” that works well with Bally.

As well as fronting the AW21 campaign alongside model Zhao Jiali, he will continue as the brand’s ambassador for its SS22 imagery and will appear at Bally events such as store openings like that for the planned Bally Hike pop-up in Beijing. That store will feature a dedicated hiking clothing and accessories collection.