Celeb endorsements – they’re not what they used to be. In 2018, CNBC revealed that Kylie Jenner is the world’s highest-paid Instagram star. That’s a sweet $1 million earned from updating her Instagram with one sponsored post. Celebrities might be earning millions from their regular job, but many of them are raking in more cash from the endorsements than anything else. Michael Jordan and LeBron James? These guys basically live off Nike. Justin Timberlake earned $6 million for a few seconds of his “I’m Lovin’ It” endorsement. That’s nothing compared to the $60 million that Beyonce earned from promoting Pepsi. BusinessInsider frequently breaks down these endorsement earnings, but the game has changed.
2018 will likely see the highest payouts ever. Anyone who has listened to Nicki Minaj’s Queen album will know that she is the new face of Mercedes-Benz cars. Any fashionista will know that the Kardashians are literally ruling the clothing empire (alongside their own ones). What we won’t have seen though, is the sheer number of brands that have decided to make the celeb investment. It used to be the odd designer or perfume here and there. Now that half of hip-hop is rapping about Fendi and Chanel (and Nike is the most-mentioned sneaker in rap), there’s a ton of money to be made by having a celeb as your face. Here are 20 brands who are getting celeb endorsements in 2018.
20 REEBOK IS SET TO SKY-ROCKET THANKS TO ARIANA GRANDE
You know that the earnings are high when not a single report out there will generate a figure. In 2017, Reebok announced that Ariana Grande would become the brand’s global ambassador. With 125 million Instagram followers, Ariana is any brand’s dream come true – anything she posts is seen by the masses. The partnership is already visible, with Ariana frequently wearing Reebok apparel both online and offline. Times Of Israel reported that Gal Gadot’s contract with Reebok is worth $10 million, so prepare to imagine what that might be for Ariana (who has way more social media followers).
If you’re wondering about the figure, Reebok is reportedly paying Gal Gadot $10 million for her endorsement.
19 UNDER ARMOUR PICKED THE MOST DEDICATED GUY EVER
Dwayne Johnson is someone who can intimidate you with just his eyes. At the same time, everyone knows that Dwayne is the most chilled, fun, awesome personality out there, and there’s nothing fake about him. This is a man who sets 03.50 a.m. alarms to clang 45,000 lbs of home gym equipment around – if anyone deserves this contract, it’s The Rock. Dwayne has a contract with the sportswear giant, Under Armour. Autovolution has reported that the contract is worth $15 million a year. Whatever it is, it’s working. Dwayne’s Under Armour shoe sold out in minutes. Good choice.
18 COCA-COLA GOT THIS ENDORSEMENT FOR FREE
Nice going. Celebrities are well aware that they must make any social media endorsements visible. That generally means using a #ad or #sponsorship for any brands that they’re getting paid to endorse. Gigi Hadid is a supermodel with almost as many contracts under her belt as runway shows she has walked. This shot? Gigi was giving @eriparsonmakeup a shoutout, but there was no #ad – she just likes Coca-Cola. Getting a celebrity to post with your product free of charge is as much hard work as it is easy. Celebs who love the product will just do it. Just recently, Khloe Kardashian posed with a Coca-Cola can and a #notanad.
17 ADIDAS WELCOMED KENDALL JENNER TO THE FAMILY
Hey, it’s just one famous family joining forces with another, right? Major sports brands like Adidas weren’t born yesterday. Why do you think Nike has signed the likes of Michael Jordan or Kobe Bryant? 2018 will see Kendall Jenner continue her contract as an Adidas ambassador, and we’ve already seen plenty of it. Just recently, Kendall sizzled in all-black Adidas satin, which made for a surprisingly smart finish given that it’s sportswear. Consider Adidas just part of the $22 million earnings that made Kendall Jenner the highest-paid model of 2017, according to Forbes. This girl also happens to work out like a boss.
16 PREPARE FOR A LOT OF NICKI MINAJ IN MERCEDES-BENZ
The reason there aren’t that many pics of Nicki Minaj driving a Mercedes-Benz? Her ultra-lucrative contract with the vehicle giant has only just been announced. Nicki hasn’t held back talking about it in her just-released Queen album, though. “Just did a deal, Mercedes-Benz, check the catalog” are lyrics from her “Barbie Girls” track.
In 2017, Nicki Minaj became the highest-paid female artist in hip-hop.
Essence has reported that Nicki out-earns all other women in hip-hop. Prepare to see her in ads for the new Mercedes-Benz A Class commercial. No figure is available for how much Nicki is earning from the deal, but let’s face it. We know it’s in the millions.
15 ANOTHER DAY, ANOTHER #YEEZYVIBE
Laugh all you like. The Yeezy Boost 350 was the most “wanted” sneaker of 2018, according to FootwearNews. Kanye West’s fashion line has brought us footwear, clothing, kids’ designs, and the soon-to-be Kanye West homeware line. When it comes to advertising his Yeezy brand, Kanye doesn’t need to look far. Kim K happens to be one of the most powerful and photographed celebrities on earth, and hey – she’s his wife! Perfect pairing. Kim steps out in new Yeezy designs virtually every day. Fans will also have noticed the $300 Yeezy Sock Bra that Kim wore on the Season 15 premiere of Keeping Up With The Kardashians.
14 DRAKE HAS A $19 MILLION DEAL WITH APPLE
When it comes to this deal, it’s almost a question of who is making whom richer. Apple is a tech powerhouse that has become a household name. It’s quite possible that you’re reading this on an iPhone. Drake? Forbes reported that the rapper raked in $97 million over 2017. One year earlier, Drake signed a contract with Apple reportedly worth $19 million, according to EntityMag. Various news articles have mentioned Drake’s endorsements with both Apple and Sprite, but with Apple, it’s a little less visible. Think more along the lines of hushed business meetings and select streaming rather than “I love Apple.” Nevertheless, it’s still going.
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13 KYLIE COSMETICS IS ENDORSED BY A WELL-OILED MACHINE
Let’s face it, not much about the Kardashian business ventures is poorly done. In 2018, Forbes featured Kylie Jenner on its cover with the “Youngest Self-Made Billionaire” as the title. The makeup mogul has just turned 21, but she’s set to become the richest of her sisters. A well-oiled circuit of casual promotions and Lip Kit collaborations see Kim, Khloe, and “momager” Kris feature in Kylie Cosmetics ads. And yes, there is a KoKo collection. If (and how much) the sisters get paid for their work is unknown. Maybe they just do it out of love.
The Kylie Cosmetics empire has earned Kylie Jenner $900 million. Her entire family is endorsing the brand.
12 FABLETICS NABBED DEMI LOVATO
The pressure is on for every top-tier marketing executive out there to “not mess it up.” That means finding a celebrity who is loved, signing them to a brand, and making sure that they picked the right person. Celebs can lose their popularity overnight. What’s amazing with Demi Lovato, is how no amount of personal troubles can damage her fan base. Demi is one of those artists whose “real” personality and honest vibe allow fans to connect with her – probably why Fabletics thought that the fitness-enthusiast Demi would make a great choice. Demi kicked off her Fabletics collection in 2017, and she continues to be their face.
11 NIKE PUTS FOOD ON THE TABLE FOR LEBRON JAMES
$1 billion worth of food, to be precise. The basketball player’s $90 million annual earnings from partnering up with Nike have made him rich beyond belief, but there’s a personal feel to how much LeBron loves Nike.
LeBron James’ lifetime Nike contract is worth $1 billion, according to BusinessInsider.
The LeBron Fruity Pebbles Nike sneaker was inspired by LeBron’s favorite breakfast cereal. Given how much this guy is getting paid though, it’s unlikely that he’ll ever need to worry about putting food on the table. The same news outlet also put LeBron as being “set to become the richest athlete of all time.”
10 WELL PLAYED, LOUIS VUITTON, WELL PLAYED
With 30.5 million hashtags on Instagram, you’d think that Louis Vuitton would be doing just fine on its own. The luxury French clothing and accessories brand is on every celeb arm around – Rihanna, Jennifer Lopez, Nicki Minaj, and Kendall Jenner are just a handful of the celebs regularly seen with Louis Vuitton purses. In 2017, the luggage giant announced Emma Stone as the face of its 2018 campaign and yes, there’s a lot of money involved. News.com suggested that the Oscar-winning actress could be earning up to $12.8 million from lending her face. Emma looked sensational at the 2018 Louis Vuitton fashion show in Paris. Expect to see a lot more of her in LV.
9 THREE GUESSES WHY COACH HANDBAGS ARE GETTING POPULAR
Here’s something that smart companies do. If, at any point, they’re experiencing a “less-than-now” phase, hiring a major celebrity to be the brand’s face is likely the first thing that any top marketing executive will advise. Take the beauty giant, Estee Lauder. You’re looking at someone whose mother “relied on Estee Lauder in the 90’s.” Kendall Jenner changed all of that with her contract. Selena Gomez is the most-followed person on Instagram. Selena is talented, stylish, feminine, strong, and an undeniable icon. Selena has been the face of Coach since 2016. In 2018? We have the Selena Gomez x Coach line.
8 CALVIN KLEIN HIRED A POWER FAMILY
Calvin Klein just upped its game. A few years ago, the brand had hired Kendall Jenner for the #MyCalvins campaign. Presumably, the jeans, fashion, and underwear giant did well from that. Why? Because just this month, the Kardashians released a series of social media photos showing their love for Calvin Klein underwear. Shot outdoors amid trees and grass, the super laid-back ad shows Kim Kardashian alongside her sisters, Kourtney, Kendall, Kylie, and Khloe (who was still pregnant at the time). With Business Insider reporting that this family earns a minimum of $250,000 per sponsored social media post, we’ll assume CK considered it a price worth paying.
7 RIHANNA IS AT THE CENTER OF PUMA’S CALENDAR
And probably also at the center of any discussions that open with: “Why is Puma doing so well recently?” Rihanna is a power celebrity who is loved for her artistic talent, strong vibe, and warm personality.
Rihanna didn’t just release her own Fenty x Puma athleisurewear line. In 2014, Rihanna became the creative director of Puma’s entire sportswear line.
The Fenty name stuck (and happened to work out well for Rihanna, who then launched her Fenty by Rihanna beauty line). While Rihanna will most likely earn the most from her cosmetics, let’s not forget that Puma is still receiving the very lucrative endorsement power from RiRi.
6 DOLCE & GABBANA TURNED TO GAME OF THRONES
Dolce & Gabbana wasn’t going to pick any old celebrity to be their face. This is a high-end Italian brand that basically flies the flag for Italian luxury. Domenico Dolce and Stefano Gabbana are running a powerhouse, but these two have high standards. Cheaping out wasn’t going to be an option for D&G. Enter Emilia Clarke. The Game of Thrones‘ actress has an incredibly classy appeal – you won’t see Emilia in skimpy outfits posing on sports cars. This girl was perfect for Dolce & Gabbana. 2017 marked the beginning of Emilia’s fragrance campaigns for Dolce & Gabbana The One. Suffice to say, Emilia is “the one.”
5 KYLIE HAS GIVEN BABY GUCCI THE GREEN LIGHT
Remember that you don’t technically need to get paid to endorse a product. You can do it for free. What Kylie Jenner chooses to wear is a big deal. What she chooses to cuddle baby Stormi in? Even bigger a deal. In 2018, Kylie shared a rare snap of herself with her baby girl in a Gucci baby sling that is estimated to be worth nearly $900. Gucci is a known favorite in Kylie’s purse closet– the $1 million collection estimate from People didn’t build itself up from nothing. Kylie also wore vintage Gucci to her 21st birthday party. Again, that wasn’t a paid endorsement. Kylie simply captioned the image “Vintage Gucci.”
4 GAL GADOT IS GIVING REVLON SUPERPOWERS
We can all agree that 2018 has been “superhero year.” With Avengers Infinity War breaking world box office records and Wonder Woman still making an impact from 2017, being a superhero is “in.” Gal Gadot is the superstar that Hollywood never saw coming. The Israeli actress and model has risen to A-Lister overnight, and just this year, Gal confirmed an upcoming movie with Dwayne Johnson. Reebok is already paying Gal $10 million according to BusinessInsider, but it doesn’t stop there. The beauty giant, Revlon announced Gal as its newest face in 2018. The “Live Boldly” campaign currently features her.
3 TOMMY HILFIGER IS GETTING A BOOST FROM GIGI HADID
Or, to put it more accurately, a continued boost. Gigi Hadid is a supermodel with a lot to offer. The American model is a core member of Kendall Jenner and Taylor Swift’s squad, plus she has a dating portfolio that links her to One Direction. What’s most powerful though, is Gigi’s clout in the fashion world. The Gigi x Tommy collection was given the go-ahead to continue for another two seasons in 2018, and Gigi is all over the Tommy Hilfiger billboards. The iconic athleisure brand is back in the spotlight– Kylie Jenner has even been seen in a Tommy Hilfiger hoodie while she hung out with Travis Scott.
2 THREE GENERATIONS OF KARDASHIANS ARE ENDORSING FENDI
You can literally feel Fendi exploding as a brand. As the Fendi logo climbs the ranks to become the new Louis Vuitton, this Italian luxury name is appearing everywhere from Nicki Minaj’s “Chun Li” cover to Kylie Jenner’s “Stormi Strolls” posts.
In 2018, Kim Kardashian, North West, and Kris Jenner posed for the Fendi #Peekaboo campaign.
Fendi might have classic Italian luxury as its core, but the edgy streetwear and sneakers have made this brand right on-trend. The endorsements are definitely reflecting it. This ad was released after Kim K had worn a full Fendi bodysuit alongside her endless collection of Fendi purses.
1 AVEENO KNOWS THAT REAL BEAUTY IS AGELESS
Aveeno is a brand that advertises simple skincare at relatively simple prices. This brand wasn’t going to choose a celebrity who is known to wear a metric ton of makeup. Jennifer Aniston may be close to 50, but the Friends star is as beautiful now as she was in the late 90’s. Despite two high-profile divorces, Jen sends out “I’m a rock” as her motto, and the world still loves her. Alongside Emirates Airlines, Jen endorses Aveeno in 2018.
Who would have thought that this much dough was floating around so many big brands? When you think about it though, it makes sense. An Ariana face here. A Rihanna mention there. A Kardashian, er, everywhere. Hit share on Facebook and give people something interesting to learn today.
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