EXO’s Kai has officially been selected as the Korean brand ambassador for Lacoste, the sports brand shared on February 27, 2026. The company explained that Kai’s determination and focus mirror the brand’s identity. According to Lacoste, his ability to balance power and restraint on stage reflects the symbolic alligator that represents the company’s style and philosophies.
The brand also noted that Kai’s mindset as an artist aligns with the values of founder René Lacoste, particularly endurance, willingness to take on challenges, and personal style. Before this official appointment, the EXO member had already joined forces with Lacoste as a model for the Fall Winter 2025 season. He also attended the brand’s fashion show during Paris Fashion Week in the second half of 2025.
“The tenacity and focus that Kai shows toward his goals, not to mention his ability to showcase both power and restraint on stage, closely resembles the alligator, which is the symbol of our brand. Kai was chosen as our brand ambassador because his attitude as an artist aligned with founder Ren Lacoste’s philosophies of endurance, willingness to pursue challenges, and style.”
With this new role, Kai is expected to participate in various campaigns throughout 2026. Most recently, KAI also participated in EXO’s latest comeback, “REVERXE,” which marked their eighth album. The project debuted atop of the Circle Album Chart and became EXO’s eighth album to sell over a million copies.
