Lebron James is Named as the First Kenbassador

The places this brand can go is just amazing! This week was the Barbie launch inaugural “Kenbassador,” a historic cultural moment that introduced the world to the LeBron James Ken doll—the first time a male athlete has ever joined the Barbie universe.

This campaign was Barbie’s biggest press moment ever outside of the Barbie movie, generating 8.03+ billion media impressions in a single week. Coverage spanned Rolling Stone, GQ, WWD, Fast Company, E! News, USA Today, CNN,Sports Illustrated, and BBC, as well as social channels like Bleacher Report, Ball Is Life, and Complex. The Instagram carousel post on @barbie is now the brand’s best-performing owned IG social post of all time by both impression and engagement metrics—10.09MM organic impressions (+241% above bench) and 1.03MM organic engagements (+380% above bench)—with 96.2% of views coming from non-followers. The doll sold out in minutes across Amazon, Walmart, Target, and Mattel Creations.

The Paris pop-up was a complete sellout and garnered features in Paris Match, CNEWS, and Creapills, and fans camped out for days ahead of the Undefeated L.A. drop. The campaign’s cultural resonance sparked viral conversation and widespread acclaim from fans, influencers, and celebrities alike, with press and fans declaring the launch “nothing but net.”