"We feel that Yoo's innocent yet rebellious streak fits in well with our brand's sporty image, and therefore we've chosen him to represent us", a spokesperson from the brand said.
Diadora is a newcomer to the sportswear industry in Korea, having only emerged on the scene in August. Production for print advertisements and television commercials featuring Yoo will start next month followed by marketing campaigns to promote the brand.
The 25-year-old Yoo is a child actor who received much acclaim for his acting skills in this year's smash hit Korean movie "Punch", based on a novel by Kim Ryeo-ryeong of the same title. The book sold 700,000 copies since being published in 2008 and tells the coming-of-age tale of a teenage boy who is from a multiethnic family and has terrible grades. Fighting seems to be the only path the boy has to a better life.
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