Summary:
- G-Shock selected Italian rapper Artie 5ive as a brand ambassador.
- The campaign features a photo and video series called THE 5IVE GREATEST HITS.
- Artie 5ive wears GM-2100 and GA-2100 watch models from the Spring/Summer 2026 collection.
G-Shock selected Milanese rap artist Artie 5ive as a new brand ambassador. The watchmaker continues expanding the brand's presence in the music industry through this partnership. GQ magazine named Artie 5ive Man of the Year. His album LA BELLAVITA reached the number one spot on the official charts. The record stayed in the top 10 best-selling albums of the year and remains on the charts a full year after release. The artist holds 13 platinum records and 18 gold records alongside millions of streaming plays.
The collaboration centers on a video and photography project titled THE 5IVE GREATEST HITS. This visual campaign explores five specific moments in the life of the rapper. The narrative treats these moments as both impacts and victories. The story begins in the Milano Bicocca neighborhood. Artie 5ive grew up around the 5 vie di Bicocca. The streets and buildings of his youth serve as chapters in the campaign. The project documents a return to his origins to explain his current path.
G-Shock aims to show a shared identity with the artist based on resisting pressure. The company defines being unbreakable as absorbing impacts and turning them into opportunities. The promotional materials feature anecdotes from his life. The visual frames display his expressions. The brand wants to connect with younger fans by sharing stories about time and identity.
Artie 5ive wears several specific watch models in the promotional images. The featured items include the GM-2100 and GA-2100 models. These pieces belong to the G-Shock Spring/Summer 2026 collection. Two camouflage models appear in the line: the brown GA-2100CM-5 and the grey GA-2100CM-8. The campaign also highlights the metallic GM-2100-1A and the white GA-2100-7A.
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