Discovery Expedition is a prominent South Korean outdoor lifestyle clothing brand. The brand licensed its name from the American media company Discovery Channel (now Warner Bros. Discovery) to turn an entertainment property into a premium consumer products label. Over the years, it has grown from a local Korean label into a major pan-Asian outdoor fashion powerhouse.
The brand is operated by the Korean F&F Group and re-entered the Chinese market in 2024. Its core proposition is “Lifestyle Outdoor,” dedicated to integrating the spirit of outdoor exploration into daily life, with products combining both fashion sense and functionality.

On 27 August 2025, Discovery Expeditio appointed Chinese actor and singer Tan Jianci as its FIRST EVER Global Brand Spokesperson, endorsing its vision of “Technical Lifestyle Wear” for a new generation.

Over a year representing the premium outdoor and lifestyle brand, his partnership has driven high commercial visibility, peaked at top ranking in star brand influence metrics, and successfully launched major tech-oriented urban outdoor collections featuring GORE-TEX and BERTEX.
Key Campaign Milestones & Commercial Impact
Advanced Fabric Matrix Promotion: Helped spotlight technical innovations from Discovery Labs, including proprietary BERTEX™ waterproofing alongside global staples like GORE-TEX and POLARTEC.
Brand Influence Leadership: Shortly after his announcement in late August 2025, campaigns featuring Tan propelled Discovery Expedition to the Weekly Top 1 spot on star brand influence rankings.
Redefining Technical Lifestyle Wear: He fronted the rollout of major seasonal drops (including the Fall 2025 and subsequent urban outdoor line expansions), shifting the brand image toward a fusion of high-performance utility and everyday metropolitan aesthetics.

Tan Jianci’s campaign shoots for Discovery Expedition serve as the visual backbone for the brand’s pivot into a multi-regional Asian powerhouse. Directed by figures like Dong Xiaolong, the shoots intentionally blend high-performance gear with high-fashion aesthetics.

🌲 The Inaugural Autumn/Winter Launch (August 2025)

• The Concept: Centered heavily on themes of wildlife, personal freedom, and outdoor discovery.
• Setting: Tan was styled against sweeping, natural landscapes to give the South Korean brand a grand, cinematic introduction to broader Asian markets.
• The Apparel: The shoot highlighted the brand’s core technical winter gear, featuring Tan in durable shell outerwear and technical jackets built with specialized Bertex and GORE-TEX materials

☀️ The “Glint of Summer” Campaign (April/May 2026)

• The Concept: Titled to embrace “sunlight and shadow,” this campaign shifted away from harsh weather to highlight relaxed, breezy seasonal exploration.
• Setting & Tone: Rather than dense forests, this campaign utilized sleek silhouettes, bright daylight, and contemporary urban-outdoor setting.
• The Apparel: The imagery emphasized lightweight summer lifestyle pieces, including the brand’s signature summer cool-printed T-shirts, shorts, and light wind-protection layers.

🎬 Behind-the-Scenes Insights

• The Live Stream Reveal: During promotional live streams, director Dong Xiaolong praised the filming atmosphere as incredibly lighthearted and collaborative. [1, 2]
• A Personal Touch: The director revealed that Tan Jianci personally wrote the romantic tagline used at the conclusion of the commercial: “Let’s meet in the galaxy!” [1]

Update: In August 2026, the contract between Discovery Expedition has expired, marking the completion of a partnership filled with remarkable achievements and wonderful collaboration.