Global fashion and sportswear brand LACOSTE has officially selected EXO’s KAI as its newest brand ambassador, signaling a major collaboration that connects performance, artistry and the label’s iconic identity.
Why LACOSTE chose KAI
The French brand explained that KAI’s defining qualities persistence, intense focus and controlled energy on stage strongly reflect the spirit of its signature crocodile emblem.
According to LACOSTE, these traits also mirror the philosophy of founder and tennis legend René Lacoste, whose legacy is built on discipline, elegance and competitive strength.
The brand emphasized that KAI’s artistic approach and unique sense of style naturally align with its evolution from a sports label into a global cultural and fashion powerhouse.
A relationship that began on the runway
KAI has already built a visible connection with LACOSTE through his appearances at fashion shows and participation in brand campaigns.
With this new role, that relationship deepens into a long-term partnership centered on storytelling, image-building and creative collaboration.
“I’ve always been impressed by LACOSTE a brand that started in sports and expanded into style and culture,” KAI said.
“After experiencing its direction and energy firsthand, I’m excited to create a deeper story together as an ambassador.”
Expanding LACOSTE’s image in Korea and beyond
Through this appointment, LACOSTE aims to reinforce its presence in Korea and further strengthen its global brand identity.
KAI will take part in a wide range of campaigns and promotional activities, bringing his influence in music, performance and fashion to the partnership.
A natural fit between performance and fashion
Known for his powerful stage presence and refined visual style, KAI has long been recognized as one of K-pop’s most fashion-forward artists.
This ambassadorship reflects the growing overlap between high-performance sports heritage and contemporary pop culture a space where KAI’s disciplined artistry and LACOSTE’s legacy meet seamlessly.
The collaboration is expected to generate strong interest among global fans and the fashion industry alike as the two begin their next chapter together.