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<br />EndorsementsEXO has maintained numerous endorsement deals throughout the group's career, and has been named multiple times as having the most powerful brand reputation among K-pop artists by the Korean Business Research Institute.Since 2012, EXO has maintained a partnership with Samsung, the largest public company in South Korea, where the group has endorsed the company's electronic products.In early February 2013,EXO began promoting the South Korean clothing brand Kolon Sport, for which they filmed a commercial for a new pair of sneakers named for their collaboration: MOVE-XO.Also in 2013, Exo began a two-year endorsement deal with cosmetics brand Nature Republic, which was later extended and remains active to this day.Their partnership grew in 2015 and 2016 to include autograph events, which drew 30,000 and 50,000 fans, respectively.The 2015 autograph event was held in Busan, with crowds such that the municipal police department tweeted: "Currently live from EXO's fan signing in Gwangbukdong. One, two three! We Are One! Busan Police! Everyone, please be in order." These events were followed by the Green Nature EXO Fan Festival in 2017 and 2018; both were concert-style events hosted by Nature Republic with thousands of attendees. In late 2015, EXO officially endorsed Star Wars: The Force Awakens with the release of a collaboration film that featured "the nine EXO members in a Star Wars-inspired world where clubs are 'Jedi Only' and they carry lightsabers", according to Billboard.In 2016, the group became ambassadors for American footwear company Skechers, endorsing the D'Lites 2 Sweet Monster Collection. This partnership has extended to Skechers events such as the 2017 Sweet Monster K-Pop Dance Competition, attended by Exo members Chanyeol and Sehun.Also in 2016, the group became the official faces of international clothing brand SPAO's spring collection, which included limited-edition postcards and posters for customers. In 2018, in the lead-up to EXO's performance at the Closing Ceremony for the 2018 Winter Olympics, the group became the faces of the Switzerland-based snow-sports company Kessler.[231] In March 2018, Exo were announced to be the new brand ambassadors for Major League Baseball (MLB) in Asia.Following this announcement, Chanyeol, Kai, and Sehun attended the grand opening of the MLB store in Times Square, Hong Kong, on March 23.[233] In July 2018, EXO were appointed as Korean Tourism Ambassadors for 2018 by the Korean Tourism Organization, and appeared in a series of promotional advertisements designed to "promote Korea to the world". EXO also maintain partnerships with, or have previously endorsed, companies including Coca-Cola, SK Telecom, KFC, MCM, Lotte Confectionery, Lotte World, Goobne Chicken, and Hats On. Since its debut, EXO members have been involved in charity, such as volunteering for and making personal donations to organizations including childcare centers, the Korea Childhood Leukemia Foundation, Siheung Women's Resources Development Center, and China's Hunan province medical services. In 2015, EXO began participating in Smile For U, a joint SM Entertainment and UNICEF project that supports music education for children in Asia. Part of the proceeds from the band's second special winter release Sing for You and multiple subsequent albums were donated to the campaign.
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