Crocs Sparks Controversy with Liu Yuxin as Global Brand Ambassador

Crocs, the popular American footwear company, has named Chinese singer, actress, and dancer Liu Yuxin as their new global brand ambassador. The announcement, which took place on February 22, has generated a variety of reactions on China's social media platform, Weibo, with many users expressing both excitement and controversy surrounding the choice.

The partnership between Liu Yuxin and Crocs was teased in a series of cryptic tweets hinting at the identity of the new ambassador. One tweet from the official Crocs Weibo account read, "A story of perfect harmony between TA and Crocs, spanning across ancient and modern times. Follow the final clue to travel through time to the beginning of the story. Find clue 3: Watch the video, who is TA? The global brand ambassador for Crocs will be unveiled tomorrow. Stay tuned to @Crocs official account. Share and comment with TA's name. We'll randomly select one of the door-opening people to send a global brand ambassador Crocs gift."

The tweets played on the homophonic nature of the Chinese character "TA," which can mean "he/she/they" or "s/he." The ambiguity in the character's usage was a key factor in building anticipation as Weibo users attempted to guess the identity of the new ambassador.

Liu Yuxin's involvement in the Crocs campaign was ultimately revealed by a tweet from the official Crocs account, which read, "Crocs global brand ambassador will be announced on February 22. Clues continue to be released. Clue 2: It is a song that TA wrote for you. TA is...? #LiuYuxin #LiuYuxinxCrocs #Crocs."

Users on Weibo immediately began speculating and sharing their excitement and opinions about the announcement. One user commented, "Wow, everything is coming together," while another excitedly exclaimed, "Just when you thought the song couldn't be any catchier, the new brand ambassador has been revealed. I can't wait to see what's in store for Crocs and Liu Yuxin!"

On the day of the announcement, a video featuring Liu Yuxin in various fun and colorful outfits alongside a variety of Crocs shoes was released. The video showcased the singer's playful and cheerful personality, which many believe is a perfect match for the brand. The video was accompanied by a song composed by Alexandre Desplat for the Wes Anderson film "The Grand Budapest Hotel."

Some Weibo users, however, expressed criticism of the partnership, questioning whether or not the singer was an appropriate choice for the brand. One user commented, "I don't understand how Liu Yuxin represents the Crocs brand. She's not even known for her fashion sense." Another user added, "Crocs, you could have done better. Liu Yuxin is just another pretty face. I don't think she'll bring the brand the visibility and endorsement it needs."

The controversy was further exacerbated by a now-deleted post from the Crocs Weibo account promoting a new line of Liu Yuxin-designed Crocs shoes. In the post, a user pointed out that Liu Yuxin was encouraging her fans to purchase the shoes, despite the fact that she had recently been criticized for her lack of fashion sense. This sparked a debate among Weibo users about the ethics of celebrity endorsements and the responsibility of brands to ensure the credibility of their brand ambassadors.

Despite the controversy, many Weibo users remain excited about the new partnership and are eagerly awaiting the release of Liu Yuxin's Crocs collection. The singer's fans have taken to social media to share their support, with one fan saying, "I can't wait to see Liu Yuxin's Crocs design. She's going to rock it for sure!"

In response to the controversy surrounding the partnership, a spokesperson for Crocs said, "We are thrilled to have Liu Yuxin as our new global brand ambassador. Her playful and energetic personality is a perfect match for our brand, and we believe that she will help us reach new audiences and grow our business globally."

As the partnership between Liu Yuxin and Crocs continues to unfold, it remains to be seen how this collaboration will impact the brand's image and sales in the Chinese market. One thing is for sure, however: the excitement and controversy surrounding the announcement have certainly generated a lot of buzz on Weibo.

Previous similar news stories have covered a range of topics, including the rise of Crocs as a fashion trend, the increasing popularity of local Chinese brands, and the impact of social media on brand endorsements. It will be interesting to see how the Liu Yuxin-Crocs partnership fits into these ongoing narratives and discussions in the Chinese fashion and media landscape.

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