Reports have emerged that BTS member j-hope is set to become a global ambassador for Nike in 2026, according to a publication by Sure magazine on December 13, 2025. The magazine stated that j-hope is preparing to launch a themed campaign inspired by his solo mini album “Hope on the Street.” Although the collaboration has not been officially confirmed, it has generated significant attention among fans and netizens.
The report suggests that j-hope’s official Instagram account has been followed by members of Nike’s marketing team, fueling speculation about a potential partnership. Fans have taken to social media platforms to express their excitement, with some speculating about a possible collaboration line and a “Hope on the Street” inspired collection.
j-hope’s rumored Nike ambassadorship would mark his second global brand ambassadorship, following his appointment as a House Ambassador for Louis Vuitton in February 2023. He recently collaborated with Japanese streetwear label HUMAN MADE on a collection that launched on November 22, 2025.
The news comes as HYBE Labels, the management company behind BTS, has officially joined the global music industry’s Big 4, alongside Sony Music, Universal Music Group, and Warner Music Group. According to Billboard US’s 2025 Boxscore Annual Report, HYBE recorded tour revenues of $469.2 million in 2025, with a significant portion attributed to large-scale tours by its artists, including j-hope.
j-hope’s first solo world tour, “HOPE ON THE STAGE,” took place from February to June 2024 and featured 33 concerts across 15 cities. His performance at Los Angeles’ BMO Stadium reportedly drew over 500,000 attendees and generated approximately $80 million in ticket sales.
The development is the latest in a series of high-profile announcements involving BTS members, including Jungkook’s appointment as Chanel Beauty’s global ambassador for fragrance and beauty, and Jimin’s introduction as the brand face of Lador. j-hope and the remaining BTS members are currently preparing for a group comeback scheduled for spring 2026, which is expected to include their first full-group album in nearly six years and a world tour.