Sports brands are competing to snag famous celebrities to appear in their advertisements. After pop singer Boa, who has been called the "Star of Asia", was selected by Nike, actor Song Seung-heon, who finished his military service last November, started to appear in ads for Le Caf. Pop songstress Ivy also signed one of the country's highest advertising contracts with Reebok. The signing of such popular and recognizable stars is expected to heighten the already fierce competition between sports brands to win the hearts of customers.
Boa has struck a chord with consumers by showing off her active image in Nike ads along with young sports stars like Korean soccer player Park Ji-sung, Korean-American golf sensation Michelle Wie and American basketball star LeBron James. Nike posters featuring Boa can be found at shops all over Asia, reflecting her international appeal.
While Boa attracts the men, Le Caf is hoping Song Seung-heon will win over female shoppers with his well-developed pecs and abs. In a recent Le Caf ad, Song showed off his well-built body with 15 models. His soft smile and hard muscles seem to be the perfect combination to appeal to women.
Joining the competition as a latecomer, Ivy has joined Reebok's global celebrity team along with world famous stars like actress Scarlett Johansson, Arsenal captain Thiery Henry, NBA hero Allen Iverson and Chinese NBA star Yao Ming. Ivy will take part in a host of international Reebok marketing efforts from March while appearing in local Reebok ads for women's wear and running shoes.
Meanwhile, sports brand Fila Korea also jumped into the game with a one-year contract with American celebrity Paris Hilton.
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