Binance, a cryptocurrency exchange, has partnered with Khaby Lame, an Italian-Senegalese creative who rose to prominence thanks to the success of his TikTok videos.
Khaby, who has 140 million followers on the TikTok social media network, will now serve as a global brand ambassador for Binance, the firm stated on June 30.
Binance, the blockchain ecosystem that powers the world's largest crypto exchange by trading volume, will cooperate with Khaby to increase Web3 awareness and acceptance.
Khaby became a TikTok social media sensation for his ability to negotiate tough situations and 'life hacks' while performing the "Khaby move."
The founder will use his typical wit to clarify some of the myths surrounding Web3, and he will work with Binance to create special non-fungible token (NFT) collections.
Notably, on June 23, Binance announced an exclusive multi-year relationship with football star Cristiano Ronaldo that aims to link Ronaldo with his fans by leveraging Web3, with NFTs acting as an entry point.