Jackson Yee, the multitalented Chinese actor and singer, has been named a Golden Goose global brand ambassador. This exciting collaboration marks a significant step for the Italian luxury brand, particularly in the Asian market. Yee, known for his roles in acclaimed films like Better Days and Full River Red, embodies the creative energy and passion that aligns perfectly with Golden Goose’s core values.
In the ad campaign by photographer Yu Cong, Jackson Yee showcases the brand’s new Lightstar sneakers. The campaign imagery features Yee clad in Golden Goose gear, proudly displaying the sneaker design in its white version. The retro-inspired Lightstar style combines running shoe elements with a chunky sole and ultralight EVA foam midsole. The shoe is defined by its mesh and laminated leather upper, along with metallic, glossy, and glittery accents that reflect light. Available in white, pink, and silver, the Lightstar sneakers can be personalized through Golden Goose’s co-creation experience, allowing customers to select from a range of embellishments.
Silvio Campara, the CEO of Golden Goose, praised Yee’s multifaceted approach to creativity, stating, “Jackson Yee embodies genuine creative energy and passion for what he does, aligning perfectly with the core values and authentic spirit of Golden Goose.” Campara also highlighted the importance of the Asian market for the brand’s growth, noting that the collaboration with Yee marks an exciting step in their journey.
Jackson Yee’s career has been marked by numerous achievements. He started as a child star in the Chinese band TFBoys in 2013 and has since released hit singles and albums, including his third studio album, Liu Yanfen, in 2023. His acting roles have garnered him critical acclaim, including the Best Actor title for his role in Full River Red at the 18th Changchun Film Festival. Beyond his artistic pursuits, Yee has been appointed as a WHO China Special Envoy for Health and established the Jackson Yee Fund to support the China Foundation for Poverty Alleviation’s Child Companion Plan program.
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This is not Jackson Yee’s first foray into the fashion world. He has had endorsements with luxury brands such as Givenchy, Emporio Armani, Tiffany & Co., and Jaeger-LeCoultre. Earlier this year, he was named a global brand ambassador for eyewear company Lindberg. In his new role at Golden Goose, Yee joins a roster of notable figures, including skaters Keegan Palmer, Rune Glifberg, and Olympic bronze medalist Cory Juneau, as well as tennis ace Matteo Arnaldi and padel player Arturo Coello.
Golden Goose, established in 2000, is renowned for its successful Superstar sneakers and intentionally distressed styles. The company, which had plans to go public, postponed its initial public offering in June due to European market volatility. Despite this, Golden Goose continues to champion a community-driven approach, hosting cultural events like Haus of Dreamers in Paris, Los Angeles, and Marghera, Italy.
