There is an undeniable fact that among today’s K-pop groups, BTS possesses the highest brand value, as demonstrated by their prolonged dominance at No. 1 on the Brand Reputation Rankings released by the кσяєα Corporate Reputation Research Institute. According to the December rankings announced earlier this morning, BTS ranked first for a total of nine months in 2025, despite not having officially made a comeback.

Not only does the name BTS itself carry immense brand value, but each of the seven members is also a top-tier global superstar commanding widespread attention. Since shifting toward individual activities, all members have been heavily sought after by major global brands. BTS is one of the few K-pop groups in which all seven members have secured major ambαѕѕador contracts with some of the world’s most prestigious luxury fashion houses.

Their mαѕѕive brand recognition—combined with the exponential revenue boost generated by the members’ influence—makes them incredibly attractive to luxury brands, which are eager to secure their signatures for ambαѕѕador deals at any cost. At present, most BTS members serve as brand ambαѕѕadors for at least two major labels, while V and Jin are reportedly dominating the advertising market with approximately six to seven endorsement deals across various industries.

Meanwhile, j-hope appears to be expanding his portfolio as well, as rumors of a new ambαѕѕador contract have recently been circulating on social media, sending the fandom into a frenzy.

Specifically, on the 13th of this month, veteran кσяєαn fashion publication SURE Magazine posted an article on its official X account, hinting that NIKE has selected j-hope as its next Global Brand Ambαѕѕador, with an official appointment expected to be announced in 2026.

SURE Magazine is a well-established and influential fashion and entertainment publication, founded in 2001. Notably, V previously graced the cover of the magazine in August of this year, further reinforcing its credibility. As a result, fans believe this information comes from a highly reliable source.

Additionally, fans have discovered that several members of Nike’s marketing team have followed j-hope’s Instagram account—a common sign that brands are beginning formal collaborations with celebrities. This detail has further strengthened belief that the announcement of j-hope as NIKE’s new ambαѕѕador is imminent in the coming year.

Prior to Nike, j-hope has served as a brand ambαѕѕador for two luxury houses: fashion giant Louis Vuitton and high-end watchmaker Audemars Piguet. Importantly, these are brands he has long favored personally, having worn and used their products frequently even before any official collaboration. This suggests that his choices in ambαѕѕador partnerships are closely tied to personal preference and genuine experience.

Recognizing this key point, fans were quick to point out that j-hope owns an extensive collection of Nike sneakers, spanning a wide range of styles, colors, and editions—not to mention the sportswear and accessories he is often seen wearing.

Moreover, j-hope’s free-spirited, energetic, and brightly charismatic style aligns perfectly with the image of the world’s leading sportswear brand. Fans are convinced that this partnership would be nothing short of historic. Although the news has yet to be officially confirmed, many are already eagerly bracing themselves for the long-awaited announcement:

- Watch me break my bank for this...JHOPE NIKE GLOBAL AMBASSADOR. HOBI FOR NIKE

- it's been a long time coming...we're finally here. #jhope's unofficial ambαѕѕadorships becomes official one by one. LV, Audemar's Piquet, Human Made & now Nike.

- They're taking over the world and I LOVE IT!!!A NEW ERA BEGINS

- I knew it! Omg no wonder he’s been wearing nike alot months ago

- YASSSS LET’S GO J-HOPE!!! Best ambαѕѕador ever as a kicks enthusiast 

- We’ve been waiting for this for a long time! 2026 is BTS’s year!! (Again) 

- I'm so ready mentally! Shut up and take my money, Nike! Give me all the Hobi collection! 

- Again j-hope do things with integrity! He selects brands he uses and truly admire.

- Nike really is such a good fit for him! Congrats GA j-hope

- Just hope it !!!! we hopefull asf now we all high on hσριυм

- Omg!!!?! His sneaker designs are going to be so

- Did you see my bag? did you see my bag? its h3lla brands and its a h3lla thick

- BTS, please let us breathe for a sec. Congratulations AGAIN j-hope!!!