Prada, Dior, LV, Lululemon in frenzy to sign China’s top athletes

20 Jun 2023

Competition between luxury brands to bag top Chinese athletes as representatives is heating up – prompted in part by the rapid turnover of emerging celebrity idols and frequent backlashes against superstar spokespersons sparked by scandals involving reputation-damaging issues like tax evasion or illicit sex.

Prada last month named homegrown basketball player Yang Shuyu as its face for China, and Dior and Lululemon competed in January this year for the endorsement of the country’s first-ever Formula 1 driver, Zhou Guanyu.