MILAN – Jackson Yee, the multitalented Chinese actor and singer, has been named a Golden Goose global brand ambassador.
Yee appears in the ad campaign by photographer Yu Cong dedicated to Golden Goose’s new Lightstar sneakers, which drops on the brand’s e-commerce and at select stores in Asia on Tuesday.
“Jackson [Yee] embodies genuine creative energy and passion for what he does, aligning perfectly with the core values and authentic spirit of Golden Goose,” said the Italian company’s chief executive officer Silvio Campara. “Not only has he achieved global recognition as an actor, singer, and dancer, but he has also been exploring new territories, including the arts and fashion. We love this multifaceted approach to creativity and how it resonates with our identity. The Asian market holds significant importance for our brand’s growth, and our collaboration with Jackson marks an exciting step in our journey.”
The 24-year-old talent appears in campaign imagery shot against a degrade backdrop clad in Golden Goose gear and proudly showing off the sneaker design in the white version while listening to music via a vintage portable CD player with headphones.
The retro-inspired Lightstar style embeds running shoe elements including a chunky sole and ultralight EVA foam midsole. It is defined by its mesh and laminated leather upper as well as metallic, glossy and glittery accents reflecting light. The shoe style — available in white, pink and silver — will be part of Golden Goose’s co-creation experience. It can be personalized by the brand’s artisans selecting from a range of embellishments.
Yee is best known for his roles in such movies as “Better Days,” which was nominated for an Academy Award in 2021; “A Little Red Flower,” and “Full River Red,” in addition to the TV series “The Longest Day in Chang’an.”
He started his career as a child star joining the Chinese band TFBoys in 2013 and…