그라운드 안팎을 지배하는 아이콘, 크리스티아누 호날두의 ‘승리 DNA’가 가전 시장을 재편한다 > K-wave Trends

The recent incident in which the smart home appliance brand ‘Dreame’ selected Ronaldo as its global ambassador clearly shows that the marketing paradigm in the home appliance industry is shifting from technology-centered to storytelling and symbolism. Dreamy judged that Ronaldo’s ‘continuous self-management’ and ‘challenging spirit to break through limits’ perfectly matched the company’s technology philosophy, and embodied this in the powerful slogan ‘Dreame to Win’. Beyond simply using a model, the strategy is to project Ronaldo’s winning DNA into the product’s identity so that consumers perceive home appliances as ‘partners for a winning life’ rather than mere tools. This is evaluated as a highly strategic choice for the brand to deliver intuitive emotional value to consumers in a red ocean market where technological differentiation is increasingly difficult.

Global sports brands' marketing for the 2026 World Cup is also breaking down the boundaries between sports and culture through an ultra-luxurious lineup led by Ronaldo. Nike’s ‘Lip the Script’ campaign and Adidas’ ‘Road to Glory’ collection define sports as a huge cultural phenomenon that encompasses fashion, music, and lifestyle, rather than simply the realm of game results. In particular, the gathering of legendary players, including Ronaldo, and cultural icons suggests that sports brands have moved beyond their own closed sphere and entered the center of popular culture. Under Armor also collaborates with the street fashion brand ‘424’ to emphasize the players’ daily style, carefully utilizing the influence of players who shine even off the field as a business model.

What is interesting is that, despite the era of smartphones where digital technology is advanced, fans' primal desire for sports stars like Ronaldo is still expressed in an analog manner. The sticker collecting craze that recurs every World Cup season breaks down the barriers between generations, creating a scene where parents and children work together to get a photo of Ronaldo. This proves that in an age where digital data is overflowing, people have an inherent desire to own and share real icons. The home appliance market and sports brands have recognized this characteristic of fandom, and the strategy of adding star images to products to increase their collection value is becoming the most reliable marketing route to open consumers' wallets.

Of course, behind this star marketing, there is also the cool-headed view of the market that the original competitiveness of the product must be supported. Industry insiders emphasize that although star marketing is excellent for explosively increasing initial brand awareness, the key drivers that ultimately sustain consumers' choice are product completeness and user experience (UX). As Dreamy expands its ecosystem beyond robot vacuum cleaners to large home appliances and personal care, the success or failure of this collaboration will depend on how well it can maintain its identity as a technology innovation company. A powerful icon like Ronaldo may elevate the brand, but the extent to which the technological convenience provided by the brand revolutionizes real life will be a measure of its long-term market share.