• by Larissa Faw , January 2, 2014

As marketers increasingly embrace global marketing campaigns, the celebrities they get to star in them aren’t necessarily popular in the U.S. and other English-speaking countries. At least not at the outset.

The latest example: Chinese singing sensation Momo Wu, who has just been signed by Adidas as a global ambassador for its high-end Stan Smith line of products.

Wu already has endorsement deals with Pepsi, Samsung, and Maybelline, although they are primarily featured in Asian regions. 

Wu first gained fame in 2012 after placing second in the Voice Of China singing competition TV program, which is similar to Fox’s "American Idol." She has since recorded several popular songs, including the single, "Live For Now," which has been viewed more than 300 million times on the Chinese search engine Baidu. 

Still, Wu has little recognition in the U.S., and marketing trend observers will be watching closely to see whether this campaign helps her to break through here. Her Adidas ads are being shot in New York City and will launch globally later this year.