Autry Taps K-Pop Star Changbin
Sneaker brand Autry has named Stray Kids' Changbin as its first-ever global brand ambassador. The WWD exclusive marks a major move for the brand, blending K-pop's massive global influence with luxury sneaker culture.
Autry was founded in Dallas, Texas in 1982, gaining recognition for its "Medalist" tennis shoe before disappearing from the market after the founder's death in 2009. The brand was revived in 2019 by Italian entrepreneurs Marco Doro, Alberto Raengo, and Gino Zarelli, who repositioned it by blending its American heritage with Italian design and craftsmanship. The relaunch has seen explosive growth, with revenues jumping from €3 million in 2019 to a projected €114 million for the fiscal year ending in March 2024. In early 2024, the Italian private equity fund Style Capital, led by Roberta Benaglia, who previously drove the successful expansion of sneaker brand Golden Goose, moved to acquire a majority stake in Autry, valuing the company at €300 million. The choice of a K-pop ambassador taps into a proven market force. According to the International Federation of the Phonographic Industry (IFPI), Stray Kids were the second best-selling global artist of 2025, surpassed only by Taylor Swift. The group has placed seven different projects in the IFPI's Global Sales Chart Top 10 over the last four years and became the first act to have their first eight entries all top the Billboard 200 chart. Changbin's appointment is consistent with a broader group strategy of aligning with major fashion houses. Other Stray Kids members hold significant global ambassadorships, including Felix for Louis Vuitton, Hyunjin for Versace, Lee Know for Gucci, I.N for Bottega Veneta, and Seungmin for Burberry. The partnership formalizes a relationship that began in September 2025, when Changbin attended an Autry brand event in Tokyo. His first official campaign is for the Spring 2026 collection, featuring the '80s-inspired Super Vintage Medalist and the more technical Hyperway sneaker.
