In the era of information explosion and increasingly fierce brand competition, champion image endorsement has become one of the important strategies for enterprises to enhance their brand image and their market influence. Champions, as the top figures in their respective fields, they not only have excellent skills and extraordinary achievements, but also carry the spiritual core of perseverance, the courage to challenge and the pursuit of excellence. These characteristics are exactly the brand values that enterprises are eager to convey to consumers. As the spokesperson, the sports stars have a unique charm and influence. They not only have a wide fan base but also have a high image and credibility in the public mind. The fighting spirit, competitive level, and healthy image of sports stars can often inject more positive energy and trust into the brand. Therefore, choosing sports stars as spokesmen has a significant effect on improving brand recognition and exposure. This paper is committed to studying the relationship between the characteristics of sports star spokesmen and brand identity and brand exposure, analyzing the commercial activities and commercial value of star endorsement of CHAGEE, and studying the spiritual/material pursuit of consumers, which will provide a direction for businesses to choose spokesmen.
