Nike has officially welcomed K-Pop superstar and Blackpink member Lisa to its celebrity roster, announcing a long-term partnership that seeks to leverage the multi-hyphenate singer, rapper, dancer and actor’s status to amplify Nike’s sporty performance gear and high-fashion streetwear lines.
The deal was promoted by Nike via a “Welcome to the Family” announcement titled “5 Questions With International Icon Lisa.” Photographed on set in Paris, the 28-year-old pop culture powerhouse debuted as the face of the Nike Air Max 95, specifically the “Pink Foam” colorway.
Lisa said her new Nike deal represented a full-circle moment. She recalled saving her allowance as a trainee in Bangkok to purchase a pair of Nike Dunk Highs, which she used for grueling dance rehearsals.”I remember I saved my allowance to buy a pair of Nike Dunk Highs for training,” Lisa told Nike. “That moment and those shoes will forever be one of my most vivid Nike memories.”
The partnership is built on what the brand calls an “obsession with excellence.” Lisa noted that her daily workout routine ranges from high-intensity choreography to Pilates and light cardio. The collaboration also aims to champion female empowerment beyond athletics. “I want to encourage women everywhere to embrace self-expression and be confident in who they are and through what they wear,” she added.
The Nike deal arrives during a career-high for the “Rockstar” singer. In addition to her recent solo album Alter Ego and her acting debut in HBO’s The White Lotus, Lisa was also recently named a guest designer for Kith Women and will make her movie debut in the upcoming Netflix action thrillerTygo.
While Nike has not disclosed financial terms of the blockbuster deal, the “long-term” nature of the agreement suggests an extremely lucrative sponsorship that spans future collaborative product lines and dedicated campaigns starring the Thai icon.
