On February 5, 2021, outdoor lifestyle brand BCC (BlackYak Climbing Crew) announced that it has selected EXO Kai as its new brand representative. Statement from BlackYak: “We believe that Kai, pushing the boundaries at any time with his unique and bold choices, can showcase the direction and possibilities of the BCC collection with his brave and free-spirited young climbing culture.
After announcing their partnership, they launched a campaign on the BlackYak website titled “Buy a Kai bag, get a refund” . In this campaign, customers earn points after each purchase and thus receive a refund.
However, IU was chosen as BCC’s brand representative like Kai, and this will be IU’s collaboration for the outdoor brand for the first time. IU’s BCC brand promotions have not yet been released.
Prior to working with BCC, Kai was named the first Korean Global representative of the Italian brand Gucci and IU was the first Korean representative of Gucci.
Kai and IU’s exclusive light must have influenced BCC and Gucci.
