KuCoin Taps Golf Champion Adam Scott for Global Campaign as Platform Enters 5.0 Era

Crypto exchange KuCoin has launched a new global marketing campaign featuring golf major champion Adam Scott, coinciding with a broader overhaul of its trading platform that covers security, compliance, artificial intelligence and financial services.

The campaign, called “Trust, Built-in.”, was announced on October 8 and builds on the company's existing “Trust First. Trade Next.” strategy. It accompanies the introduction of KuCoin 5.0, a platform-wide upgrade intended to strengthen the exchange's infrastructure while simplifying how users trade and manage digital assets.

Unlike a conventional product release, KuCoin 5.0 brings together developments across six areas: compliance, technology, asset security, user experience, AI and wealth management.

The changes are designed to provide a more consistent trading experience across devices, with simpler navigation and additional controls for users who require them. KuCoin also plans to integrate AI-powered tools and expand its wealth management capabilities, alongside opportunities involving decentralized and traditional financial markets.

The exchange says the updated platform will allow users to consolidate more of their assets and access trading, portfolio management and earning services through a connected experience.

“‘Trust First. Trade Next.’ remains the long-term brand proposition that defines KuCoin. ‘Trust, Built-in.’ focuses that commitment on what users should be able to see and experience across the platform,” said BC Wong, CEO of KuCoin. “KuCoin 5.0 is how we put that idea into practice. It is not a single product release, but a comprehensive upgrade across the systems, safeguards, tools and experiences that support our users. By building trust into every layer of the platform, we are creating a stronger foundation for how people engage with digital finance today and in the future.”

Adam Scott Continues Partnership With KuCoin

The new campaign includes a global brand film starring Scott, who previously collaborated with KuCoin on its “Trust First. Trade Next.” initiative.

The film uses Scott's experience in professional golf to explore the importance of preparation, discipline and consistency, drawing a connection between those principles and the exchange's approach to developing its platform.

“Over the course of a long career, you learn that real confidence comes from strong foundations and a commitment to keep improving, even under pressure,” said Adam Scott. “What I respect about KuCoin is how it brings that same mindset to the foundation of its platform, building with care, maintaining high standards and creating an experience users can rely on over time. I’m proud to continue this journey with KuCoin.”

KuCoin will roll out the campaign across its global markets alongside KuCoin 5.0. Further technical and product details covering the six areas of the upgrade are expected to be released in a separate announcement.

Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.