Endorsement Deals

Dakota Johnson has been named the global brand ambassador for Italian luxury jewelry house Roberto Coin, in a deal that runs through May 2027. Which is perfect, because if there’s anyone who knows how to stretch a campaign across award seasons, it’s the woman who made press tours for “Madame Web” feel like they deserved their own red carpet circuit.

The new campaign, lensed by fashion photography titan Craig McDean, features Johnson wrapped in Coin’s signature designs and the seductive, shimmering backdrops of Venice—a city that, like Dakota, knows how to do drama, glamour, and quiet prestige without needing to shout.

This isn’t Johnson’s first foray into luxury sparkle—she’s previously aligned herself with Gucci and Italian lingerie brand Intimissimi—but this marks her deepest dive yet into fine jewelry. Beyond print spreads and moody gondola shots, the partnership will also see her

In Chase’s latest ad campaign, “Cashback Like a Pro,” we get the kind of brand exercise that feels less like a commercial and more like an All-Star Weekend scrimmage that somehow broke into a fintech conference. Stephen Curry and Kevin Hart are chirping back and forth about cashback rewards like it’s a Game 7 — until A’ja

Pamela Anderson is now officially your hair’s spiritual advisor.

In what might be the most unexpected brand-first-meets-career-second-act alignment of 2024, Biolage has named the 57-year-old icon its first-ever global ambassador—a sentence that somehow feels both overdue and perfectly timed. It’s the first ambassador deal of this scale for Biolage in 30 years, and also Anderson’s first foray into the haircare ad space. Which, when you think about it, is kind of wild. The woman defined beach hair.

The debut campaign—titled “The BS Campaign (Biolage Science)” because subtlety is dead—drops June 2 and will spotlight the brand’s bestselling Hydra Source collection, because if there’s one thing Pamela Anderson has taught us, it’s that you can survive literal tidal waves and still come out with glossy, frizz-free ends.

But make no mistake: this isn’t just a nostalgic play. Anderson’s post-documentary renaissance has become a masterclass in reclaimed narrative.

YSL Beauty has tapped Dua Lipa—global pop star, fashion maximalist, and walking serotonin dispenser—to front its campaign for the new LOVESHINE Plumping Lip Oil Gloss, a product that sounds like it was named during a sugar rush and a brainstorm session in equal measure. Naturally, Dua Lipa is the face of it. Because if you’re launching a product that promises shine, heat, and a little bit of chaos, you don’t cast a minimalist.

The campaign leans heavily into Lipa’s entire public thesis: bold color, playful energy, slight vintage callback, unapologetic glamour. This isn’t a subtle gloss. This is a disco ball in oil form. “Lipstick is my go-to beauty product,” Lipa says in the official statement. Which feels like a helpful clarification for anyone who’s ever seen her walk a carpet and thought, “This woman definitely loves math.”

This isn’t Dua’s first ride with YSL. She’s been a beauty ambassador for the house, and this campaign marks a natural extension—like if Studio 54

Kendrick Lamar’s latest Gatorade campaign, part of the brand’s 2025 “Lose More. Win More.” initiative, isn’t about sports drinks so much as it is about existential sweat. This is Gatorade-as-haiku. And Kendrick, of course, is the narrator of your inner monologue after a personal failure and a 12-minute run that made you reconsider everything.

The spot, released May 25, leans hard into monochrome minimalism—black-and-white cinematography, meditative voiceover, controlled pacing—before erupting into splashes of Gatorade color like a Jackson Pollock

Tetairoa McMillan has signed with Jordan Brand, because if you’re going to be the most stylish wide receiver to come out of the 2025 draft, you might as well make it official with the Jumpman logo stitched to your every route.

The Carolina Panthers rookie is the only NFL rookie to sign with Brand Jordan this year, which makes the deal less of a sponsorship and more of a coronation. It was brokered by Klutch Sports Group’s Joe D’Amelio and Zeke Sandhu, which also means it was less of a negotiation and more of a chess move. Klutch doesn’t just sign deals—they curate narratives. And this one’s got layers.

McMillan dropped hints before the ink dried, showing up to the NFL Draft in the Travis Scott x Air Jordan 1 Low “Black Phantom”, because when you’re about to go Top 10, it helps to dress like you already know something the rest of the league doesn’t. He went No.

Dom Pérignon has launched its “Creation is an Eternal Journey” campaign, enlisting a diverse ensemble of artists—Zoë Kravitz, Clare Smyth, Tilda Swinton, Alexander Ekman, Takashi Murakami, Anderson .Paak, and Iggy Pop—to personify the brand’s creative ethos. Captured by photographer Collier Schorr, the campaign presents these figures in intimate settings with Dom Pérignon bottles, emphasizing a personal connection to the act of creation.

This initiative underscores Dom Pérignon’s commitment to the arts, aligning its vintage-only champagne with a spectrum of creative disciplines. The campaign suggests that the process of crafting a fine champagne parallels

Shedeur Sanders has signed an endorsement deal with Delta Airlines, because in 2025, even your boarding pass needs a storyline.

A day after being drafted 144th overall by the Cleveland Browns—several rounds later than most projections, media takes, and probably his own expectations—Sanders quietly launched his next brand move. A TikTok clip dropped showing him boarding a Delta flight, wearing a Delta sweatshirt, and delivering the tagline: “It’s time to keep climbing.” Subtle? No. Effective? Absolutely. It’s self-mythologizing with gate assignments.

This is not a post-draft recovery deal. It’s a flex. Delta’s not betting on the No. 144 pick. They’re betting on the Shedeur Sanders brand—built not just on his QB stats, but on a perfectly curated blend of swagger, polish, and algorithm-friendly appeal. He’s already inked deals with

Kendrick Lamar has been named the newest brand ambassador for Chanel, stepping into the role as the face of the house’s Spring-Summer 2025 eyewear campaign. He joins Chanel regulars Lupita Nyong’o and Margaret Qualley—but brings a very different kind of presence: Pulitzer-winning, low-posting, and culturally omnipresent.

Lamar, who is currently on tour with SZA, has already been quietly previewing the partnership. He wears Chanel eyewear in the just-released music video for “Luther”—his haunting, minimalist duet with SZA that dropped without warning (as usual) and is already being picked apart like a sacred text. It’s the rare fashion deal that feels like it was earned in the edit bay, not the boardroom.

Kendrick follows in the stylish footsteps of Pharrell and Nile Rodgers as part of Chanel’s broader music-meets-luxury lineage. But while they brought charisma and sparkle, Lamar brings weight. He doesn’t advertise. He aligns. He’s worked with Reebok, Converse, and designer Willy Chavarria, but every move feels less like branding and more like world-building.

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Jalen Williams, the Oklahoma City Thunder’s breakout star and newly minted 2025 NBA All-Star, has teamed up with Ecko Unltd. as a brand ambassador and capsule collaborator. The partnership marks a smart evolution for Ecko—reviving its streetwear DNA with the help of a player who’s quietly become one of the most stylish, positionless forces in the league.

Williams—“J-Dub” if you’re paying attention—has helped lead OKC to the #1 seed in the Western Conference this season, averaging over 21 points per game and playing with the kind of length, vision, and versatility that makes coaches drool and stylists take notes. At just 23, he’s not only locked in on the court, he’s also building out a brand persona that feels custom-tailored for Gen Z fans: calm, cool, ultra-efficient.

Ecko Unltd., meanwhile, is in legacy-revival mode. Now celebrating its 30th anniversary, the brand is leaning back into its ‘90s and early-2000s skate-hip-hop ethos, with limited-edition pieces and nostalgia-fueled designs that feel surprisingly current in an era of throwback obsession.

Canelo Álvarez, the undisputed super middleweight champion and global boxing icon, has been announced as the latest brand ambassador for luxury fashion house Amiri. This collaboration marks a significant move for both parties: Amiri expands its influence into the Latin American market, while Álvarez continues to diversify his brand beyond the boxing world.​

Mike Amiri, founder and creative director of the brand, emphasized the shared values between the athlete and the fashion house: “We share a philosophy of excellence and a dedication to inspiring others.” This partnership aligns Álvarez with other Amiri ambassadors, including South Korean rapper Sunwoon, highlighting the brand’s commitment to cultural diversity and global reach.​

For Álvarez, this is not his first foray into the fashion industry. He has previously collaborated with luxury brands such as Dolce & Gabbana and Louis Vuitton, and his association with Amiri further cements his status as a style icon. Beyond fashion, Álvarez has a diverse portfolio of endorsements, including partnerships