Smiley teams up with Chinese celebrity brand Dueplay

By

Barbara Santamaria

Published
Jul 7, 2017

Smiley and fashion brand Dueplay, founded by Chinese star Kai Zheng, have launched a joint collection with a major pop-up activation at Galeries Lafayette Beijing.

The launch event was attended by thousands of fans of Kai Zheng, the star of popular Chinese variety show Running Man, with the brands saying it created “a massive media buzz”.

The collection includes a wide range of products, including motivational slogan t-shirts with words like ‘Keep it up’, ‘Victory72’ and ‘I like Running’, emphasizing Smiley’s mission to put a smile back into active sports whilst promoting a message of positive values.

Ads

Caps in vibrant colour options, printed bags and lifestyle accessories like coasters, pillows and sweatbands are also included in the range.

"Smiley has always been appealing to celebrities thanks to our positive values. We are now going one step further by co branding with a celebrity brand designed by Kai Zheng, the star of the widely popular Chinese variety show, Running Man,” said Smiley CEO Nicolas Loufrani about Zheng, who was described as being “totally aligned” with the Smiley spirit.

The collection is available for purchase on in Smiley stores and online, as well as through Dueplay’s online channels and on the MYMM App – a Chinese social mobile commerce platform.