Headwear brand New Era names Chinese pop star Liu Yuxin as brand ambassador

American headwear brand New Era has appointed Chinese singer, dancer and music producer Liu Yuxin, as the first brand ambassador for China. The brand also unveiled a new product line, “Logo Mania”, along with the appointment. 

According to the video teasers on New Era China’s Weibo, the brand selected Liu as their brand ambassador as she possesses pioneering qualities as a Chinese pop star. Always exuding fearlessness and self-confidence, Liu is deeply influenced by street culture. From music to fashion, she constantly shows her sharpness and enthusiasm. Liu attitude of daring to be a pioneer echoes with New Era's fearless and courageous sportsmanship.

Continuing the classics, New Era infuses extraordinary power into individual expression with unique streetwear elements. Together with Liu, New Era opens a new chapter of fearless breakthroughs where they continue to break boundaries.

Before the brand revealed the brand ambassador, it unveiled a teaser post showing only the silhouette of the ambassador in their official Weibo handle. The post gathered over 46,000 shares and 30,000 likes, with fans and netizens guessing and hinting that it was Liu. Netizens were posting screen grabs of their shopping carts under the comment section as a token of support. 

New Era also launched social media content to promote the ambassador, for example a series of Liu’s wallpaper with New Era’s products on and a short clip of her introducing the brand and rationale behind. Apart from online channels, the brand will also be hosting an offline-to-online campaign in their shops, attracting visitors to take photo with Liu’s cardboard sign and uploading the photo to social media to enter a giveaway. 

MARKETING-INTERACTIVE has reached out to New Era for more information. 

Most recently, the brand has launched REPREVE & MESH and CORDURA RECYCLED headwear and apparel collections for adults in celebration of Earth Day 2023. Created with the great outdoors in mind, a total of 10 headwear are introduced in the two collections, blending American street fashion elements with atheleisure style to create the perfect gear for outdoor enthusiasts. Offering more than good looks and performance, the two collections are also made from recycled materials, raising awareness for environmental protection.

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