Casio Computer has appointed the internationally acclaimed seven-member hip hop/R and B girl group XG as the global ambassador for the G-SHOCK brand of shock-resistant watches.
XG, consisting of members JURIN, CHISA, HINATA, HARVEY, JURIA, MAYA, and COCONA, is a hip-hop/R&B girl group known for its music and performances. The name stands for “Xtraordinary Girls.”
XG has pioneered a new music genre called “X-Pop,” breaking away from the conventions of J-Pop and K-Pop to create a style all their own. This spirit of originality and strength closely aligns with G-SHOCK, a unique brand known for its toughness, shock resistance, and distinctive design, making XG a natural choice as the brand’s global ambassador, the brand stated.
To celebrate the partnership, a special website will showcase key visuals and a promotional video featuring XG. Centered around the slogan “No Destination,” the video portrays XG boldly stepping into a new world with G-SHOCK, expressing the strength to shape one’s future without fear or hesitation. Art direction came from YAR, the creative team led by YOSHIROTTEN.
“G-SHOCK watches always remind us of how we never gave up on chasing our dreams, even when things got tough. It gives us the courage to keep going and keep challenging ourselves. XG-SHOCK, let’s go!,” XG said about their appointment as global ambassadors.
