After scarcely a month, Chinese entertainer Jackson Yi from boy band TFBoys has already created a stir as brand ambassador for clothing and footwear label Adidas Neo.
Following his appointment, on his birthday, Adidas Neo launched three online and offline interactive marketing activities targeting his fans.
His first assignment was a Jackson Yi gift box, awarded to 1128 winners of a draw on the Adidas Neo online store (the number references his birth date). Photos of the winners combined with a Yi poster went viral when posted on Weibo.