Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Repsol Renews Partnership with João Ferreira and Appoints Pilot as Lubricants Ambassador

Brand: Repsol

Campaign: Partnership Renewal with João Ferreira

Source: https://www.imagensdemarca.pt/artigo/repsol-renova-parceria-com-joao-ferreira-e-nomeia-piloto-embaixador-dos-lubrificantes/

Goal: To enhance product development through motorsport technology.

Claim: Hi-Tech & Hi-Touch

Summary: Repsol has renewed its partnership with Portuguese rally-raid pilot João Ferreira, who will act as an ambassador for Repsol Lubricants in Portugal. This collaboration, which began in 2024, aims to bridge competitive technology with consumer products. The partnership highlights the brand's commitment to motorsport and the development of high-performance lubricants through rigorous testing in extreme conditions.

Japan

New Chapter for LAVONS: Fans Excited About ‘Dango Mushi Hokuto-chan is Too Cute’ as Hokuto Matsumura Becomes New Ambassador

Brand: LAVONS

Campaign: LAVON Days

Source: https://www.advertimes.com/20260928/article558793/

Goal: Connect everyday moments with fragrance

Claim: If you move, the world smells.

Media: YouTube, television

Summary: Nature Lab announced on September 28 that SixTONES member Hokuto Matsumura has been appointed as the new ambassador for its home care brand LAVONS. The new commercial titled 'LAVON Days Begin' was released on the same day, while TV commercials will roll out nationwide from October 1. The campaign, themed 'LAVON Days', focuses not on the product's features but on how fragrance accompanies daily moments. This transition marks a shift from previous ambassador Yuta Tamamori, and fans have responded positively on social media, appreciating Matsumura's relatable and natural portrayal.

advertising ambassador fragrance home care

USA

Ayo Edebiri is the new ambassador for New Balance and debuts her first campaign with the brand

Brand: New Balance

Campaign: Ayo Edebiri Launch Campaign

Source: https://www.imagensdemarca.pt/artigo/ayo-edebiri-e-a-nova-embaixadora-da-new-balance-e-estreia-primeira-campanha-com-a-marca/

Goal: Highlight the connection between Ayo Edebiri and Boston through storytelling

Media: Photography

Summary: Ayo Edebiri has become the new ambassador for New Balance and stars in the first campaign of this collaboration, which is set in Boston, her hometown. The campaign showcases iconic locations in Boston, emphasizing the historical connection between Edebiri and the brand. Photographed by Tyler Mitchell, the campaign highlights Edebiri's creative identity and aims to explore storytelling in relation to the brand. Beyond the launch, Edebiri will engage in future campaigns and cultural projects with New Balance.

ambassador Boston Brand Collaboration storytelling

Japan

Travis Japan Becomes the ‘Face’ of the J.League, Halftime Show on August 7

Brand: Travis Japan

Campaign: J.League Special Ambassador

Source: https://www.advertimes.com/20260804/article552856/

Goal: Promote J.League to new audiences and existing fans

Claim: From here to the world

Media: Halftime show, television variety program

Summary: Travis Japan was announced as the 'Special Ambassador' for the J.League 2026/27 season and will perform at the halftime show on August 7 for the opening match between Yokohama F. Marinos and Kashima Antlers. They have been building their relationship with the J.League through their role as hosts of a soccer variety show, aiming to convey the charm of soccer and attract a wider audience to the league.

ambassador entertainment J.League soccer

Global

Under Armour teams with ‘Heated Rivalry’ star for new campaign

Brand: Under Armour

Campaign: For When It’s Hot

Source: https://www.marketingdive.com/news/under-armour-heated-rivalry-francois-arnaud-global-ambassador/826165/

Goal: Increase awareness of HeatGear products

Claim: Confidence, conviction, and authenticity

Summary: Under Armour has teamed up with actor François Arnaud as the brand's latest ambassador for the campaign 'For When It’s Hot,' which promotes its HeatGear franchise. The campaign emphasizes the brand's core training ethos and highlights existing products. Under Armour is focusing on storytelling that enhances its performance credibility rather than introducing new items, amid increased marketing investment.

ambassador authenticity HeatGear storytelling