On June 1st, the Japanese sportswear brand Descente announced on its Weibo account that they had signed actor Daniel Wu (Wu Yanzu) as the brand’s first ambassador in China. Daniel Wu’s official Weibo account also posted an announcement on the partnership on the same day.
It is the first time the brand has appointed an ambassador for China since its entrance into the market in 2016. Descente China is a joint venture by the Chinese sportswear brand Anta, Descente and another Japanese company ITOCHU. Anta has obtained the rights to use the Descente logo in mainland China for design, acquisition, sale and promotion.
The partnership’s marketing campaign #Daretomove has put an emphasis on professionalism, high-end position and innovation of the Descente brand. Descente features Daniel Wu as a professional actor, architect, designer and excellent father who expects to do the best on the things he loves.
The announcement says that there’s something that can now connect the audience with Daniel Wu, with Descente acting as the connection between the customer/fan and Daniel Wu.
With his origins in Shanghai, Daniel Wu was born in San Francisco, USA in 1974 and studied architecture at the University of Oregon. He made his movie debut in 1998 and has taken on many roles in Hong Kong movies since then. His latest film is Tomb Raider which was shown in Chinese cinemas in March.
Proofread by Raymond Fitzpatrick