In an era where attention is the most valuable currency, brands are constantly hunting for ways to capture it—quickly and credibly. Enter the celebrity ambassador: icon, influencer, walking billboard. From Zendaya’s elegant pivot into performance-wear with On Running to BLACKPINK’s Rosé reigniting sneaker fever at PUMA and Bad Bunny giving Calvin Klein its most talked-about campaign in years, the star-studded formula is thriving. But do these partnerships pay off, or are they just polished PR maneuvers?

Beyond the Billboard

Let’s start with the numbers. In October 2024, On Running announced a partnership with Zendaya, who starred in a visually stunning campaign that redefined the brand’s image from niche athleticwear to aspirational lifestyle. The impact was immediate. According to Sneaker Bar Detroit and DSCENE reports, On saw a 36% year-over-year sales increase in the fourth quarter—an eye-catching jump that analysts linked directly to the Zendaya effect. It wasn’t just about visibility; it was about transformation. She didn’t just wear the brand—she reshaped how people perceived it.

The story repeated itself with PUMA. In mid-2024, the German sportswear giant appointed BLACKPINK’s Rosé as a global ambassador. The effect was electric, particularly in China. According to Teen Vogue, after her campaign launched, PUMA rocketed to the number one spot for sneaker sales on Douyin (China’s version of TikTok). Previously a legacy product, the Speedcat sneakers she featured in sold out across China within a week. This wasn’t a mere marketing bump. It was a cultural moment, signaling how pop culture fandom, when properly aligned with product identity, drives sales and fervor.

And then there’s Calvin Klein. No stranger to provocative campaigns, the brand tapped Latin music powerhouse Bad Bunny for its 2025 spring campaign. The result? $8.4 million in earned media value in under 48 hours and over 56 million views across social media platforms, as reported by El País and LOS40. The campaign’s bold visuals and gender-fluid themes struck a nerve—and a chord—showing how celebrity partnerships can be a powerful way to inject meaning and relevance into a legacy brand.

Why These Partnerships Work

What sets successful celebrity campaigns apart isn’t just fame—it’s fit. Zendaya’s polished yet edgy persona aligned perfectly with On’s ambitions to stretch beyond sportswear. Rosé’s massive Gen Z fanbase and fashion clout made her ideal to reenergize PUMA’s appeal in Asia. Bad Bunny’s progressive, culturally tuned identity gave Calvin Klein an edge in global youth markets. These ambassadors didn’t just bring attention—they brought authenticity.

And that’s the key. When celebrity campaigns feel authentic, they create emotional resonance. Today’s consumers are media-savvy and hype-averse. They want meaning. They want to see a natural link between the brand and the face representing it. When that alignment is off, campaigns fall flat—regardless of how many followers a star may have. The data doesn’t lie. Zendaya helped On generate a 36% increase in Q4 sales. Rosé propelled PUMA to dominate China’s sneaker charts. Bad Bunny gave Calvin Klein a media valuation boost of over $8 million within two days. These aren’t soft metrics; they’re hard numbers tracked and monetized by marketers. They show that when celebrity ambassadors are strategically chosen, and campaigns are thoughtfully executed, the return on investment is not only measurable—it’s exponential.

When Fame Isn’t Enough

Still, marketers must tread carefully. A-list status alone isn’t enough. Audiences will call it out if a celebrity’s image clashes with a brand’s identity. Worse, they’ll ignore it. The most successful campaigns are those built on shared values and coherent storytelling. It’s not about renting fame—it’s about forging a believable narrative that the celebrity and the brand can authentically own.

As brands face increasing pressure to stand out in saturated markets, celebrity ambassadors will continue to play a vital role. But the blueprint is evolving. One-off campaigns are giving way to long-term relationships, and celebrity involvement expands from simple endorsements to co-designs, product development, and creative direction.

Moreover, diversity in ambassador selection is becoming essential. Brands must think beyond Western icons and engage with global voices that reflect their audience’s diversity. This broadens reach and builds trust in regions that crave cultural connection, not just spectacle.