Deckers-owned performance footwear and apparel brand Hoka announced Chinese actor and singer Jing Boran as its new ambassador. Known for his acting career and outdoor pursuits, Jing brings both professional versatility and personal passion for nature to the role. To mark the partnership, Jing participated in a volcanic expedition campaign featuring Hoka’s Kaha 3 GTX hiking shoes and new outerwear line. The shoot emphasized the brand’s focus on combining high-performance technology with outdoor lifestyle aesthetics. Hoka highlighted Jing’s broader engagement with nature and conservation, noting his involvement in wildlife protection initiatives. With more than 23.8 million followers on Weibo, Jing is expected to help the brand expand its presence among younger Chinese consumers and urban adventurers.