Casio Names XG as Global Face of G SHOCK in a Bold Cultural Collab

Casio has officially joined hands with the powerhouse music group XG, appointing them as the global ambassadors for its G SHOCK range. This announcement is not just a celebrity partnership. It signals a bold evolution in G SHOCK’s global identity, anchoring the brand in the modern currents of pop culture, youth energy, and creative expression. Known for their explosive blend of hip hop and R&B, XG or Xtraordinary Girls has quickly carved out a distinctive space in the global music and fashion scene, especially among Gen Z and younger millennials.

This collaboration speaks to a strategic shift for G SHOCK. Long associated with durability and rugged performance, the brand is now leaning into the cultural arena by partnering with a group that is fearless, expressive, and globally resonant. XG is not just a music group. They are style leaders and creative icons whose rise is powered by authenticity, bold storytelling, and visual impact. Their selection as ambassadors reflects Casio’s effort to stay deeply connected to the pulse of the new generation.

To commemorate this new chapter, Casio has launched a dedicated campaign site that features striking visuals and a promotional video titled “No Destination.” The video captures XG stepping into a futuristic, dreamlike realm where their energy collides with the raw power of G SHOCK. The visual storytelling is sleek, edgy, and aligned with the group’s signature aesthetic, presenting G SHOCK not just as a watch, but as an extension of attitude and identity. The campaign’s name, “No Destination,” serves as a metaphor for limitless ambition and the courage to forge one’s own path, values that define both XG and the G SHOCK ethos.

Speaking on the partnership, XG shared a deeply personal reflection: “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.” Their message reinforces the emotional resonance of the campaign, elevating it beyond a commercial collaboration to a story of perseverance and passion.

This announcement comes at a time when global brands are rethinking the way they connect with audiences. The move to appoint XG is not just about tapping into a fan base, but about embedding the G SHOCK brand in the cultural movements that define the times. As XG continues to influence fashion, music, and pop culture, G SHOCK gains a renewed relevance among audiences who value individuality, strength, and authenticity.

From the streets to the stage, from the wrist to the world, G SHOCK and XG are now part of the same pulse. Together, they are redefining what it means to wear a brand that stands for both style and spirit.

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