Discovery Expedition Appoints Tan Jianci as Global Brand Ambassador for Technical Lifestyle Wear

Discovery Expedition has announced the appointment of Chinese actor, singer, and dancer Tan Jianci as its Global Brand Endorser. This strategic move aims to reinforce the brand's "Technical Lifestyle Wear" ethos and connect with a new generation of consumers who integrate outdoor adventures into their urban daily lives.

Tan Jianci's multifaceted artistic talents are expected to inspire a broader audience, mirroring Discovery Expedition's philosophy of blending high-performance functionality with contemporary style. The brand seeks to redefine outdoor apparel as an integral part of everyday urban living, a vision that will be showcased in its upcoming Fall 2025 Collection. This collection will feature advanced materials and refined silhouettes, incorporating cutting-edge technologies like BERTEX™ waterproofing, alongside premium materials such as GORE-TEX and POLARTEC, known for their durability, breathability, and weather-resistant properties.

In line with its growth strategy, Discovery Expedition is also expanding its global presence by launching new e-commerce platforms and flagship retail stores in key markets across Europe and the Asia-Pacific region. China, in particular, will see significant expansion, with numerous flagship stores and over 200 additional points of sale planned by the end of next year. This expansion underscores the brand's commitment to making its innovative technical lifestyle wear accessible internationally.

The collaboration with Tan Jianci aligns with a broader trend of luxury and lifestyle brands leveraging the influence of Asian celebrities to engage diverse consumer bases. This approach has proven effective in boosting brand awareness and driving consumer engagement. The synergy between Tan Jianci's artistic appeal and Discovery Expedition's product innovation is anticipated to create a compelling narrative, encouraging a more active and integrated lifestyle among consumers worldwide.