It’s not news for celebrities to make collaborations and sponsorships with fashion brands, jewelry companies, cosmetics brands, restaurant chains, and so on. They are opportunities that come with their job as their fame grows; it’s a win-win agreement for both sides to gain more popularity and to get more chances to reach the eyes of the people who may not be that familiar with either part.
Among BTS’ endorsements and sponsorships, there are some South Korean popular brands, like Samsung, Hyundai, LOTTE DUTY FREE, VT Cosmetics, and MEDIHEAL, as well as some international brands, like the Korean branch of Starbucks, Smart Communications Tech, Coca-Cola, FILA, and many others.
BTS’ most recent collaborations are with Louis Vuitton and McDonald’s, two of the most sought after and well-known brands. Let’s take a look into some of their most fruitful collaborative deals and all-time endorsements.
Collaborations with popular brands
BTS’ field of endorsement is very vast. Besides music, they have sponsored apparel and jewelry brands, like NEW ERA Korea, a headwear and apparel brand that released a teaser in June 2020; System Homme, that, on May 11, 2020, posted a teaser video showcasing the artistic imagery incorporating BTS’ “Blood, Sweat & Tears” into the conceptual content of a brand new clothing collection; in May 2020, a collaboration of necklaces “MOMENTS OF LIGHT” with STONEHENGE was announced, following the concepts of “birth, destiny, and coexist.”
Back in 2018, the brand BT21, which ARMY has a deep attachment to, was created together with LINE FRIENDS and BTS ― they released a collection called BT21club that included pieces from the global streetwear brand Anti Social Social Club. Later on, BT21 released new collaborations with Reebok, SKECHERS, and LeSportsac.
BTS has also launched their own games! They released BTS WORLD in 2019 in collaboration with Netmarble and Takeone Company Corp, but their very first mobile game, SuperStar BTS, was announced on January 8, 2018 by DALCOMSOFT ― later released in March, 2018. They collaborated with Seokjin’s beloved Maple Story in 2020, creating MAPLESTORY X BTS cash shop items consisting of special in-game items designed by the members.
Their sponsorships with food and beverage brands include Lotte Chilsung’s Kloud Draft Beer and Babinski Cold Brew’s coffee collaboration; BT21 collaborated with ChupaChups and DUNKIN’ DONUTS.
Their latest partnership with the food industry was announced on April 20, 2021 by McDonald’s. The new BTS Meal will be available in 49 countries around the world between May 26 and June 25. It includes 10-piece chicken nuggets, medium fries, a medium coke, and a Sweet Chili & Cajun dipping sauce that will be released in the US for the first time. According to USA Today, “Customers in the U.S. will be able to order the BTS Meal in restaurants and drive-thrus, through contactless mobile order in the McDonald’s app or through the chain's delivery service, McDelivery.”
Brand Ambassadors
BTS’ huge impact has got them to go beyond the simple seasonal partnership. In fact, they have been elected ambassadors for numerous apparel brands, technology corps, and appliance companies, both in past and present times. For example, BTS has been an ambassador for Hyundai since November 2018, when Hyundai officially announced BTS as their Global Representatives of the Hyundai Palisade. In September 2020, BTS recorded “IONIQ: I’m On It” in honor of the launch of the Hyundai IONIQ.
But that’s not all! Besides the aforementioned collaborations, BTS are the ambassadors of companies and brands like Samsung, LOTTE DUTY FREE, Coca-Cola, FILA, Helinox, Coway, Live Smart, Bodyfriend, Lemona, Tokopedia, Seoul Tourism, SK Telecom, KwangJuYo, SMART, and others. They’ve got quite a long list of endorsements.
On April 23, Louis Vuitton officially announced in a tweet that BTS had joined them as new House Ambassadors, acknowledging that they are “recognized for their uplifting messages that impart a positive influence. Louis Vuitton is pleased to welcome members.”
This collaboration has probably been hinted at when, back in January, 2021, Louis Vuitton unveiled their men’s fashion show for the Fall/Winter 2021 season and tweeted that BTS had received their invitation to watch Virgila Bloh LV presentation. BTS then promoted it by re-tweeting the video teaser.
The Growth
Chosun Biz, a Korean news outlet, said back in 2019 that BTS is often offered a massive number of sponsorship deals from luxury fashion brands, but they turn them all down and choose to purchase the clothes that they want to wear.
“A fashion industry insider even claimed that brands ‘can’t do anything but simply hope that BTS chooses to wear their clothes‘,” continues the Korean article.
To receive and then accept these opportunities is such a change for these boys, who started with nothing besides each other. Determined to better themselves every day, they slowly climbed up to success, and all that hard work now leads brands to vie for the members’ faces to represent their products. How the tables turned!
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Written by Antonella
Edited by Aury
Checked by Vera
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