Multi-talented Chinese actor and singer, Jackson Yi, has been appointed as Golden Goose’s global brand ambassador.
Yee appears in an advertising campaign created by photographer Yu Kong for Golden Goose’s new “Light Star” sneakers, which go on sale on Tuesday on the brand’s e-commerce site and in select stores in Asia.
“Jackson embodies true creativity and passion, which aligns him perfectly with Golden Goose’s core values and true spirit,” said Silvio Campara, CEO of the Italian company. “Not only is he globally recognized as an actor, singer and dancer, he is also exploring new fields such as art and fashion. We love this multifaceted approach to creativity and how it resonates with our company’s identity. The Asian market is crucial for the growth of our brand and collaborating with Jackson marks an exciting step in our journey,” he added.
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The 24-year-old talent appears in the campaign images, shot against a stark backdrop, wearing Golden Goose merchandise and proudly showing off the white version of the sneaker design while wearing headphones and listening to music on a vintage portable CD player.
The retro-inspired Lightstar style incorporates elements of running shoes, including a chunky sole and an ultra-lightweight EVA foam midsole. It features a mesh and laminated leather upper and metallic, shiny, and glittery accents that reflect light. Available in three colorways — white, pink, and silver — the shoe style will be part of Golden Goose’s collaborative experience, where it can be customized by the brand’s artisans with a range of embellishments to choose from.
Yi is best known for her roles in the 2021 Oscar-nominated films “Better Days,” “Little Flower,” “Red River” and the TV series “The Longest Day of Chang’an.”
He began his career as a child actor when he joined the Chinese band TFBoys in 2013 and has since nurtured his talent as a singer with hit singles such as “Ripples In The Heart” and “My Boo.” His third studio album, “Liu Yanfen,” was released in 2023.
Yi has received numerous awards and accolades, including winning Best Actor at the 18th Changchun Film Festival last year for his performance in “Red River.” In 2017, he was appointed WHO’s China Health Envoy and established his own charity, the Jackson Yi Foundation, which supports the China Poverty Alleviation Foundation’s Child Accompanying Scheme program.
This isn’t Yi’s first fashion tie-up: He has previously signed deals with a number of luxury brands, including Givenchy, Emporio Armani, Armani Beauty, Tiffany & Co., and Jaeger-LeCoultre, and was also a spokesmodel for Adidas until 2021.
Earlier this year, Yi was appointed global brand ambassador for eyewear company Lindbergh.
In his new role with Golden Goose, he will join skaters Keegan Palmer and Rune Glifberg, Olympic bronze medallist and U.S. national team leader Corey Juneau, tennis luminary Matteo Arnaldi and padel player Arturo Coelho.
Golden Goose was founded in 2000 and is best known for its popular Superstar sneakers and purposefully distressed styles. In 2020, the company was acquired by private equity firm Permira from the Carlyle European Buyout Fund.
The company, which announced plans to go public in June last year, postponed its IPO “as a result of volatility in the European markets.”
The luxury brand has embraced a community-driven approach, for example hosting inclusive cultural events called “House of Dreamers” in Paris, Los Angeles and most recently in Marghera, Italy, where the brand is based.
