Put your sneakers on and head over to your nearest G-SHOCK stores because they just signed ITZY as their newest global brand ambassador
It’s no secret how Korean culture has cemented its place in the fashion scene. From illustrious fashion houses to distinguished luxury jewelry brands, South Korean celebrities dominate the industry at a steady pace.
Another global brand has their eyes set on this energetic scene as G-SHOCK recently crowned the five-member girl group ITZY as their official global brand ambassador. As part of their “Unstoppable Me” campaign, this collaboration is making the MIDZYs all over the world excited.
The unstoppable two
Released in 1983, G-SHOCK has established itself as one of the top brands in the industry that boasts incredible shock resistance and unique designs to their line of timepieces. While they continuously bring forth toughness and style while collaborating with various industries such as sports, fashion, music, and art, the brand has expanded their line with watches specifically made for women. They continue to broaden their reach with their selection of women’s watches that are downsized versions of their popular models for a more compact design, giving it a feminine look.
Consisting of five members—Yeji, Lia, Ryujin, Chaeryeong, and Yuna—ITZY is a South Korean girl group who debuted under JYP Entertainment Corporation, one of the largest entertainment companies in South Korea. Ever since ITZY’s debut in 2019, the group has risen to become a global sensation, with the quintet just recently visiting the Philippines as part of their Checkmate World Tour. With hit songs like “WANNABE” and “Not Shy”, ITZY continues to embody their steadfast passion and relentless pursuit of bringing personal and powerful music to their global fanbase.
A collaboration anchored in toughness
Much like G-SHOCK’s vision of unparalleled toughness and unique style, ITZY proved to be a remarkable match to the brand as seen in their significant charm. For that reason, Casio has partnered up with the idol group by appointing them as their newest global brand ambassadors. Going forward, ITZY will now be featured in G-SHOCK’s advertisements in Japan and other parts of Asia to further express the brand’s vision to a global audience.
As part of G-SHOCK’s “Unstoppable Me” campaign, the five girls are seen in some of the brand’s most popular models. The GMA-S2100, which is a slimmer version of the GA-2100, features a stainless steel metal bezel that stays true to the brand’s octagonal form while still giving it a sophisticated look. The GM-S5600, on the other hand, obtains the iconic design of the DW-5000C, the very first G-SHOCK watch. It presents a more chic and contemporary design with its compact style to comfortably fit slimmer wrists. Lastly, the GM-S110 or the mid-size version of the GA-110 promotes a digital-analog configuration that features G-SHOCK’s distinctive design.