Jackson Yee, the multitalented Chinese actor and singer, has been named a Golden Goose global brand ambassador.

Yee appears in the ad campaign by photographer Yu Cong dedicated to Golden Goose’s new Lightstar sneakers, which drops on the brand’s e-commerce and at select stores in Asia on Tuesday.

“Jackson [Yee] embodies genuine creative energy and passion for what he does, aligning perfectly with the core values and authentic spirit of Golden Goose,” said the Italian company’s chief executive officer Silvio Campara. “Not only has he achieved global recognition as an actor, singer, and dancer, but he has also been exploring new territories, including the arts and fashion. We love this multifaceted approach to creativity and how it resonates with our identity. The Asian market holds significant importance for our brand’s growth, and our collaboration with Jackson marks an exciting step in our journey,” he added.

The 24-year-old talent appears in campaign imagery shot against a degrade backdrop clad in Golden Goose gear and proudly showing off the sneaker design in the white version while listening to music in a vintage portable CD player with headphones.

The retro-inspired Lightstar style embeds running shoe elements including the chunky sole and ultralight EVA foam midsole. It is defined by its mesh and laminated leather upper as well as metallic, glossy and glittery accents reflecting light. The shoe style – available in white, pink and silver – will be part of Golden Goose’s co-creation experience. It can be personalized by the brand’s artisans selecting from a range of embellishments.

Yee is best known for his roles in such movies as “Better Days,” which was nominated to an Academy Award in 2021, “A Little Red Flower,” and “Full River Red,” in addition to the TV series “The Longest Day in Chang’an.”

He started his career as a child star joining the Chinese band TFBoys in 2013 and has since nurtured his talent as a singer with hit singles, including “Ripples In The Heart” and “My Boo.” His third studio album, “Liu Yanfen,” was released in 2023.

Yee has garnered numerous awards and accolades, including the Best Actor title for his role in “Full River Red” at the 18th Changchun Film Festival last year. In 2017, he was appointed as a WHO China Special Envoy for Health, and he established his own charity, the Jackson Yee Fund, which supports the China Foundation for Poverty Alleviation’s Child Companion Plan program.

This is not the first fashion tie-in for Yee, who over the years has had endorsements with a number of luxury brands including Givenchy, Emporio Armani, Armani Beauty, Tiffany & Co., and Jaeger-LeCoultre. He was also a spokesmodel for Adidas until 2021.

Earlier this year, Yee was named global brand ambassador for eyewear company Lindberg.

In his new role at Golden Goose, he joins the likes of skaters Keegan Palmer, Rune Glifberg and Olympic bronze medalist and leader of the U.S. National Team Cory Juneau, as well as tennis ace Matteo Arnaldi and padel player Arturo Coello.

Golden Goose was established in 2000 and is best known for its successful Superstar sneakers and intentionally distressed styles. In 2020, the company was acquired by the private equity fund Permira from the Carlyle Europe Buyout fund.

Last June the company, which had announced plans to go public, postponed its initial public offering “as a result of European market volatility.”

The luxury firm has championed a community-driven approach, for example hosting Haus of Dreamers all-encompassing cultural events in Paris, Los Angeles and most recently in Marghera, Italy, where the company is based.