EXO member Kai has been officially selected as the Korean brand ambassador for Lacoste, the sportswear brand announced on February 27, 2026. The appointment highlights Kai's alignment with the brand's values of endurance and style. This follows his prior modeling work for the brand's Fall/Winter 2025 collection.
On February 27, 2026, Lacoste announced that EXO's Kai has been chosen as its Korean brand ambassador. According to the company's statement, Kai's determination and focus mirror the brand's identity. Lacoste noted that his ability to balance power and restraint on stage reflects the symbolic alligator, which represents the company's style and philosophies.
The brand further explained that Kai's mindset as an artist aligns with the values of founder René Lacoste, including endurance, willingness to take on challenges, and personal style. Prior to this official role, Kai had partnered with Lacoste as a model for the Fall/Winter 2025 season. He made appearances during Paris Fashion Week in the second half of 2025.
With this new position, Kai is expected to feature in various campaigns throughout 2026. This endorsement comes amid heightened attention for EXO following the release of their latest album, “REVERXE,” which marked the group's eighth studio album. The project debuted at the top of the Circle Album Chart and achieved over one million copies sold, continuing EXO's streak of commercial success.
Fans, or EXO-Ls, have been buzzing about Kai's fashion ventures, especially after his standout Paris Fashion Week moments. According to sources close to the agency, this ambassadorship underscores Kai's rising influence in the global fashion scene while balancing his commitments to EXO promotions. Stay tuned for upcoming Lacoste campaigns featuring the star.
