Artist KAI of EXO joins French fashion-sport brand Lacoste as brand ambassador
A new member of the Lacoste family, embodying a contemporary expression of the crocodile spirit through strength, focus and creative discipline
A natural collaboration already illustrated through fashion shows and the FW25 local campaign, confirming a shared vision of style and performance.
Lacoste, the French fashion-sport brand operated by Dongil Lacoste Co., Ltd. (CEO: Bae Jae-hyun), welcomes KAI of EXO as its new brand ambassador.
Internationally recognised both as a member of EXO and through his solo career, KAI has built a singular artistic presence defined by performance excellence, distinctive style and strong creative identity.
Extending his influence beyond music into performance and fashion, he continues to expand his cultural footprint.
Lacoste commented:
“KAI’s determination, focus and compelling stage presence resonate strongly with the crocodile spirit. His artistic discipline and sense of style reflect the values that shape Lacoste today, where sport, creativity and elegance naturally converge. This made him an evident choice as brand ambassador.”
In the second half of last year, KAI initiated his collaboration with Lacoste by attending the brand’s fashion show and featuring in the FW25 campaign. On that occasion, he brought his own interpretation to Lacoste’s signature fashion-sport aesthetic, expressing a balance of contemporary elegance and relaxed sophistication. Building on last year’s collaboration, this milestone marks the evolution from a simple partnership to the appointment as the brand’s official ambassador this year, establishing a deeper and more strategic partnership.
KAI commented:
“I have always seen Lacoste as a brand where sport, style and culture meet naturally. Working together on the fashion show and campaign allowed me to experience the brand’s energy firsthand, and I’m excited to continue building meaningful projects together as an ambassador.”
Moving forward, KAI will continue his journey as a Lacoste ambassador through various domestic campaigns and brand activities. Together with KAI, Lacoste plans to reinforce an image that encompasses the brand’s sports heritage and contemporary sensibility.
