South Korean shooter Kim Ye-ji, silver medalist in the women’s 10-meter air pistol at the 2024 Paris Olympics in July and social media sensation, has been signed on by Tesla Korea as the first brand ambassador of the American multinational automotive company.
Clips of her unique shooting glasses and relaxed stance became a sensation online, amassing 53.5 million views and 350,000+ likes.
It is worth recalling that during the summer games, Tesla CEO Elon Musk, who is also the owner of X, has praised Kim’s signature composure on his social media platform, saying, “She should be cast in an action movie. No acting required!”
Plfil, a local talent agency that signed with her in August, attributed the signing to Musk’s comment on Kim.
“I’m so glad that I can work with Tesla,” Kim said. “I hope to deliver meaningful messages with Tesla.”
Kim said she would remain open to doing activities away from the range as long as they can promote her sport.
The signing represents a departure from Musk’s long-standing policy of avoiding paid endorsements. Musk has frequently emphasised Tesla’s success in building a global brand without relying on celebrity partnerships, contrasting Tesla’s strategy with that of traditional automakers, which frequently use high-profile personalities to market their vehicles.
However, Tesla’s decision to appoint an official brand ambassador reflects a possible shift in its marketing strategy, potentially opening the door to more partnerships aimed at expanding the brand’s reach and appeal in new markets.
