Yang helped China score a bronze medal in the women's 3x3 basketball tournament in the 2020 Summer Olympics.
The brand also dressed four Chinese Olympic athletes last year for its Douyin campaign, featuring Yang, Tokyo Olympics shot put gold medalist Gong Lijiao, marathon runner Li Zhixuan, and China women’s national water polo team member, Xiong Dunhan.
This shift in Prada’s celebrity-endorsement strategy in China comes after it received backlash in 2021 as The brand’s other ambassadors from China include singer Cai Xukun, whose appearance at Prada’s fall 2023 show created $1.37 million and $2.2 million in earned media value on Instagram and on Weibo, respectively, actor Li Xian, and actress Chun Xia.
France Dernières Nouvelles, France Actualités
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