A look at Stray Kids’ Felix brand collaborations, from Louis Vuitton to Unicef

In March 2026, Felix was announced as a Global Brand Ambassador and Global Icon for Adidas, expanding his presence into sportswear and performance apparel. The role builds on his previous informal associations with the brand in everyday style posts, where he has highlighted adidas silhouettes, including Gazelle and Superstar models. The Adidas partnership is positioned as a longer‑term ambassadorship rather than a single product endorsement, signalling the brand’s intent to leverage his influence across markets. Felix has also appeared in campaign videos and social media content promoting seasonal collections, and he participates in regional events and activations that engage fans directly with the brand. This approach allows Adidas to integrate his personal style and reach into both fashion and performance marketing strategies.

In August 2025, luxury Korean beauty brand Hera appointed Felix as its global ambassador, marking the first time a male ambassador has represented the brand in its history. The collaboration launches with a global campaign for Hera’s Reflection Skin Glow line, and includes a special lip colour, “Brownie Boy,” developed in conjunction with the partnership. Hera’s parent company highlighted Felix’s “bold and elegant” appeal as a fit for the brand’s Seoul beauty philosophy, aiming to broaden its international reach through this collaboration.

Felix represents the Korean eyewear brand Gentle Monster, part of a creative ecosystem that also includes Tamburins and Atissu. As ambassador, he appears in promotional content and attends brand launches, such as store openings in key markets. The collaboration aligns with the brand’s emphasis on conceptual retail environments and avant‑garde eyewear design. He also features in digital campaigns and lookbooks that highlight new collections, often blending fashion photography with artistic storytelling. Through these activities, Felix helps reinforce Gentle Monster’s image as a forward‑thinking, culturally engaged eyewear brand in both domestic and international markets.

Under the same corporate group as Gentle Monster, Tamburins is a fragrance and skincare label for which Felix has starred in campaign content, including the “Sunshine” perfume collection. His involvement includes visual storytelling that frames the scent narrative, and the partnership has manifested in retail activations, such as immersive store experiences in Asia. Felix has also participated in limited‑edition product launches and social media campaigns that highlight his personal connection to the brand’s creative vision. Through these initiatives, the collaboration extends beyond advertising, creating interactive experiences that engage fans and consumers directly with Tamburins’ products.

Atissu is a headwear and fashion label under the II Combined umbrella that appointed Felix as ambassador in mid‑2025. The partnership focuses on editorial and promotional content that reflects the brand’s experimental design ethos, often intersecting with streetwear and athletic aesthetics. His ambassadorship is part of a broader relationship with the corporate group that spans multiple fashion and lifestyle brands.

In 2025, Felix was the face of Samsung’s campaign for the Galaxy S25 Edge smartphone. The campaign featured him in promotional video content and social media posts highlighting the device’s design and technological features, particularly in markets where K‑pop star power is a strategic asset. The partnership demonstrates how consumer electronics brands collaborate with global entertainers to drive product visibility. Felix also participated in interactive launch events and behind‑the‑scenes content, offering fans a closer look at the phone’s features. His involvement extended to regional marketing initiatives, emphasising Samsung’s focus on engaging younger, digitally connected audiences.

Felix was announced as a global brand ambassador for Gong Cha, the Taiwan‑originated bubble tea franchise, in 2025. As part of this collaboration, limited‑edition products and menu items tied to his preferences were introduced in various markets. Gong Cha also incorporated his voice and likeness in point‑of‑sale experiences and brand events, reflecting an attempt to engage younger consumers through celebrity association.

Beyond commercial partnerships, Felix serves as a Goodwill Ambassador for Unicef Korea. Appointed in late 2024, his role involves advocacy for children’s rights and participation in awareness campaigns. His collaboration with Louis Vuitton’s Silver Lockit initiative intersects with this ambassadorship, with proceeds from the jewellery collection supporting Unicef’s programmes. In this capacity, Felix also appears in educational and social media content promoting child welfare initiatives across Korea and Asia. He participates in fundraising events and public engagements to raise awareness of the organisation’s ongoing projects for vulnerable children.

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