Reports have emerged that BTS’s J-Hope may be appointed as a global ambassador for Nike in 2026, drawing significant attention from fans worldwide.


According to Sure Magazine on the 13th, J-Hope is expected to be named Nike’s new global ambassador next year and is reportedly preparing a themed campaign inspired by the title of his solo mini album, Hope on the Street. While no official announcement has been made, speculation has intensified after members of Nike’s marketing team were recently spotted following J-Hope’s official Instagram account.


The news quickly spread across social media, prompting enthusiastic reactions from fans. One fan exclaimed, “He truly lives up to the name ‘King Hope,’” while others expressed excitement about the potential release of a collection inspired by Hope on the Street.
Fans shared comments such as, “What if J-Hope shoes come out?”, “I hope this is a full Hobi collection deal,” and “This news coming right before BTS’s comeback is unbelievable,” revealing strong anticipation for the possible collaboration. Some fans also analyzed that Nike dressing J-Hope in its apparel at various public appearances may have served as a form of “soft launch” for the partnership.


If confirmed, this would mark J-Hope’s second global brand ambassador contract. He was officially appointed as a Louis Vuitton House Ambassador in February 2023, becoming the first BTS member to sign an individual ambassador deal with a luxury fashion house, which garnered widespread attention at the time. J-Hope has frequently worn Nike products, including unreleased sneakers associated with NBA star Luka Dončić, and has been seen attending NBA-related events alongside Nike executives, demonstrating his close relationship with the brand.
As of now, neither Nike nor HYBE has issued an official statement. Fans view the potential collaboration as a natural progression, aligning with J-Hope’s post-military discharge period and the successful solo activities of BTS members.
Nike has actively recruited brand ambassadors not only from top-tier sports but also from music and entertainment. Rapper Drake showcased his close ties with the brand by filming his music video Laugh Now Cry Later at Nike’s headquarters. Grammy-winning South African pop star Tyla, along with rappers Travis Scott and Kendrick Lamar, currently serve as Nike ambassadors. In the K-pop market, aespa’s Karina partnered with Nike as a global ambassador earlier this July.


Written by Lee Yoon Jeong 
Translated by Lee So Yun