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According to a report published by Sure magazine on December 13, 2025 (KST), BTS member j-hope is expected to be named the new global ambassador for Nike in 2026. The magazine has further stated that the artist is preparing to launch a themed campaign next year, inspired by the title of his solo mini album. Hope on the street.
Although the collaboration had not been officially confirmed, the report generated significant attention among netizens. The speculation intensified after some fans noticed that members of Nike’s marketing team had recently started following the rapper’s official Instagram account.
The report sparked widespread discussion on social media, with fans sharing their excitement on X and other platforms.
Many expressed anticipation for the potential partnership and shared messages highlighting their eagerness for the rumored campaign. One fan wrote:
“He lived up to his name, KingHope.”
Fans shared enthusiastic reactions, with some speculating about a possible collaboration line with j-hope. Others discussed the prospect of a Hope on the street inspired collection and expressed excitement for the rumored concept.
Fans continued to express their excitement, noting that the rumored collaboration was coming up right before BTS’ comeback. Some also speculated that the brand may have been subtly teasing the partnership by styling the rapper in his outfits during several of his public appearances.
j-hope’s Rumored Nike Ambassador Boosts Global Brand Power As HYBE Enters Music Industry’s Big 4
If confirmed, the rumored Nike partnership would mark j-hopethe second global brand ambassador. He is already associated with Louis Vuitton, having been officially appointed as the house’s ambassador in February 2023. He then became the first member of BTS to land a solo individual ambassador role with a luxury fashion house.
j-hope also recently teamed up with Japanese streetwear brand HUMAN MADE for a collaboration that launched on November 22, 2025. The collection featured whimsical elements such as squirrel motifs and a custom logo. The line featured a range of products including jackets, shirts, rugs and rings.
In separate news about the BTS member, South Korean media outlet OSEN reported on December 12 that HYBE Labels has officially joined the Big 4 of the global music industry, along with Sony Music, Universal Music Group and Warner Music Group. The report cited the Boxscore 2025 annual report recently released by Billboard US, which revealed that HYBE recorded tour revenue of $469.2 million in 2025. This performance placed the company in fourth place in the major promoter category, marking a five-fold increase compared to its position in 2024.
A significant portion of this growth has been attributed to large-scale tours by HYBE artists. Of the four K-pop acts listed on Billboard’s annual Top Tours, three belonged to HYBE Labels, including BTS’s j-hope, along with SEVENTEEN and ENHIP.
j-hope, launched his first solo world tour, HOPE ON THE STAGE, from February to June 2024. The tour spanned North America and Asia, with 33 concerts in 15 cities. Notably, their performance at BMO Stadium in Los Angeles attracted over 500,000 attendees and generated approximately $80 million in ticket sales, further underscoring their impact on HYBE’s successful global tour.
In recent developments involving other BTS members, Chanel Beauty announced Jungkook as the global fragrance and beauty ambassador on December 11, 2025. On the same day, his partner Jimin was officially introduced as the newest brand face of Lador.
j-hope and the rest of BTS are preparing for a group comeback planned for spring 2026. The comeback is expected to include their first full-length group album in nearly six years, with reports also indicating that a world tour is being planned after the album’s release.
Edited by Adrija Chakraborty
