J&T Express names Lionel Messi as first global brand ambassador

Logistics service provider J&T Express has named football player Lionel Messi as its first global brand ambassador. Messi will promote greater awareness of the brand, not only as a logistics provider, but also as a one-stop eCommerce specialist across each and every touchpoint in the supply chain, as well as a true champion and practitioner of the "better together" spirit.

J&T Express has released a video campaign on YouTube Shorts, announcing Messi as the brand’s first global brand ambassador. In the video, Messi revealed that they have many exciting things planned for the future and many "cool surprises" for the users.

Same as J&T Express who is committed to continuously benefiting the local communities it operates in, Messi is a strong believer of giving back to the society as evidenced by the forward's contribution as the top scorer. Messi attributes his performance, both on and off the field, in large part to the collaborative effort of his team. This is aligned with J&T Express' efforts to bring the best technology-enabled solutions to customers in all its global markets through collaboration with local network partners, according to the release.

J&T Express and Messi will together elevate the brand's popularity and promote greater awareness of J&T's offerings as it seeks to contribute to the transformation of the logistic service value chain. Messi's addition to J&T Express launches a series of social media and marketing campaigns under the theme of #JTBetterTogether, among other activations, that the logistics service provider is planning in conjunction with the festive season and the new year ahead.

MARKETING-INTERACTIVE has reached out to J&T Express for further information.

"J&T Express has made remarkable achievements since its launch. We share many similarities in our passion and determination to never stop improving. Just as the sport of football unites millions across the globe, J&T Express seeks to develop logistic solutions to connect its customers to the world. I look forward to being part of this journey," said Messi.

Commenting on this appointment, Rachel Liu, global branding director of J&T Express said, "We are honored and excited to collaborate with Lionel Messi as our global ambassador. He is a generational athlete whose work ethic, humility and dedication align with the values that we imbue at J&T Express. Through his grit and accomplishments, Messi is an inspiration to many. This resonates deeply with our values of building a caring, responsible and sustainable business,"

Football players are often adopted by brands for the promotion of this year's World Cup. Separately, Louis Vuitton’s latest advertisement features football stars Cristiano Ronaldo and Lionel Messi upon the commencement of the FIFA World Cup Qatar 2022. Captured by American portrait photographer Annie Leibovitz, the campaign was unveiled one day before the World Cup kicked off, where Ronaldo and Messi were seen playing chess on a Louis Vuitton briefcase. 

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