Norwegian premium outdoor brand Helly Hansen has appointed Chinese actor and singer Wang Yibo (王一博) as its global brand ambassador. Founded in 1877, Helly Hansen has built its reputation across sailing, skiing, and general outdoor gear. In 2021, the brand formed a joint venture with Chinese apparel giant Youngor Group, which now exclusively manages Helly Hansen’s operations in Greater China. The appointment comes after Kontoor Brands, parent company of Wrangler and Lee, completed a $900 million acquisition of Helly Hansen. Wang has over 41 million followers on Weibo, and is expected to shape the brand’s identity among urban Chinese consumers.