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Joseph Schooling retires: 8 of his most notable brand partnerships over the years

Joseph Schooling retires: 8 of his most notable brand partnerships over the years

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This week, Singapore's Olympian and Asian Games gold medalist Joseph Schooling announced that he would be retiring from competitive swimming. 

"I am filled with gratitude for every experience that swimming has brought into my life," wrote Schooling in a post on Instagram. "The victories were exhilarating, the defeats humbling, and together, they have forged a resilience in me that I will carry forward into my next chapter."

Don't miss: CUPNOODLES MUSEUM HK welcomes Paris Olympic Games with anniversary campaign

He added that while he is stepping away from competing, swimming will forever be a part of who he is.

It has given me a platform to inspire others to chase their dreams, no matter the odds.

He added that he is eager to explore new passions and to face different challenges as he sees where this next phase of life takes him. 

"Thank you to my supporters for standing by me every step of the way. I hope you will join me as I embark on this new adventure," he said. 

As Schooling steps away from competitive swimming, MARKETING-INTERACTIVE decided to take a look back at some of his biggest brand partnerships and campaigns over the years. Check it out below.

1. DBS

In 2020, DBS launching its digital onboarding service with Schooling fronting its new initiative.

Working with Tribal Worldwide Singapore, the initiative was highlighted through the print platform where print ads likens the swimmer's streamline race to the finish line with the bank's efficient, hassle-free onboarding steps.

"We are delighted to have Schooling join us on our digital banking journey," Lim Bee Bee, head of customer marketing at DBS said at the time. "His achievements in the pool embody the speed and efficiency that are core to DBS' digital banking customer experience."

2. Gillette

Razor brand Gillette partnered with Schooling in 2019 to launch a short film to inspire more Singaporeans to be truly their best selves by bringing out the best in others. At the time, this marked the first collaboration between Gillette and Schooling and was done together with The Sunny Side and Safe House Media.

The 72-second film starts off with Schooling reminiscing as he shaves, thinking about the things his father, Colin Schooling, had taught him from when he was a little boy: to better himself with every stroke, to be a world beater, to respect but never fear the competition and, above all, to always be a gentleman.

3. Hugo Boss

In 2018, Hugo Boss picked Schooling to be its first Singaporean BOSS ambassador. At the time, the brand said that it will release a series of short video clips starring Schooling, with a full video released at the re-opening of the BOSS store at The Shoppes at Marina Bay Sands on 25 May 2018.

Since then. Schooling has continued to partner with the swimmer with the brand even standing behind him in 2022 after he confessed to taking cannabis  after going through a very tough period of his life. 

At the time, HUGO BOSS' Southeast Asia, managing director Steven Lam told MARKETING-INTERACTIVE that while Schooling made a mistake, what is more important is that he took ownership of it.  

“Over the years, he has always been a positive influence in and out of the pool. He has inspired many kids to believe in themselves, to work hard and to chase their dreams. We have taught future generations that it’s ok to make mistakes, to own up, but you will have to take responsibility and more importantly, fix it,” said Lam in 2022.

He added, “It will be a long road ahead for Schooling but we believe he will now show us how he will make good his promise to rebuild the trust with the people who believe in

him. Our partnership and support for Schooling remains strong and unwavered.”

4. Milo

In 2017, Nestle Singapore tapped Schooling as its brand ambassador for its newest beverage drink at the time, the MILO Gao Siew Dai.

According to multiple news outlets at the time that, Schooling confirmed the ambassadorship appointment in a live Skype session. He explained that MILO strikes a chord with him as he grew up drinking the beverage and continues to do so during training and in his daily life. 

He added at the time that he is "humbled and happy" to be the new brand ambassador. 

5. SingTel

In 2017, Singtel paid tribute to six local athletes in a 'Power On' video series that featured Schooling, Loh Zhi Zhi, Mark Leong, Nur Alfian, Shanti Pereira and Shayna Ng.

The video was meant to pay tribute to the athletes as well as to rally Singaporeans behind them as they headed to Kuala Lumpur to compete at the 2017 SEA Games.

 In an original spoken word piece penned by Singaporean poet Marc Nair and voiced by veteran actor Lim Kay Tong, the 90-second film captures the athletes training for the Games and candidly sharing their hopes and fears as they head into competition.  

6. TAG Heuer

In 2018, watch brand TAG Heuer welcomed Schooling as its newest friend of the brand. As part of the partnership, the swimmer spotted the TAG Heuer Aquarace, a spots watch inspired by the aquatic world.

The partnership also came about because a TAG Heuer timepiece was one of the first Swiss watches that Schooling owned. His parents were also collectors of the brand. 

7. Toyota

Borneo Motors, the distributor for Toyota, signed an agreement with Schooling for a brand ambassadorship for a sum which was not disclosed in 2018.

The move saw Schooling drive three different models of Toyota vehicles over three years. According to The Straits Times, this includes the Toyota RAV4 which costs around SG$142,000, a 2019 RAV4 which costs around SG$150,000 to SG$160,000 and a Toyota Supra which has an estimate worth of SG$200,000 and SG$300,000.

8. Yakult

In 2018, Schooling was named brand ambassador of Yakult Singapore. The partnership extended till 2020 and saw the pair working to promote the health benefits of probiotics and to inspire the community to strive towards excellence through a healthy lifestyle, it said in a statement at the time. 

“Yakult Singapore has always been a strong supporter of Singapore’s swimming activities (Yakult Singapore has become one of the main sponsors of Singapore Swimming Association since 2009) and it only makes sense for us to extend our support to Joseph in inspiring the next generation of Singapore swimmers and athletes," said Yakult at the time.

Schooling later fronted its "Billions Strong" campaign. The campaign aimed to offer a rare glimpse of Schooling's journey before he emerged under the spotlight.

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
DBS splashes campaign for new digital service with Joseph Schooling across print  
Gillette dives into the meaning of being one's best with Joseph Schooling  
Joseph Schooling enters performance skincare space with JS Orphic 

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