Casio Announces XG as Global Ambassador for G-SHOCK Brand
Casio Computer
Co., Ltd. announce today that it has appointed the internationally acclaimed
seven-member hip hop / R&B girl group XG as the global ambassador for the
G-SHOCK brand of shock-resistant watches.
XG, consisting
of members JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA, is a hip hop
/ R&B girl group known for its bold music and powerful performances. The
name stands for "Xtraordinary Girls," reflecting their commitment to
empowering people from all walks of life around the world through a
genre-defying style that breaks conventions. With a strong global following,
especially among younger people, XG is rising as a new force in international
music and culture.
XG has pioneered a new music
genre called "X-Pop," breaking away from the conventions of J-Pop and
K-Pop to create a style all their own. This spirit of originality and strength
closely aligns with G-SHOCK, a unique brand known for its toughness, shock resistance,
and distinctive design — making XG a natural choice as the brand's global
ambassador.
To celebrate the partnership, a special website will showcase key
visuals and a promotional video featuring XG. Centered around the slogan
"No Destination," the video portrays XG boldly stepping into a new
world with G-SHOCK, expressing the strength to shape one's future without fear
or hesitation. Art direction came from YAR, the creative team led by
YOSHIROTTEN — one of Japan's most
promising rising artists — and delivered a bold and energetic visual
experience.
XG has this to say about their appointment as global
ambassadors: "G-SHOCK watches always remind us of how we
never gave up on chasing our dreams, even when things got tough. It gives us
the courage to keep going and keep challenging ourselves. XG-SHOCK, let's
go!"
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