(LONDON, October 23, 2023) — Today Beats debuts “The King & The Viking,” a new campaign featuring NBA Champion LeBron James and Premier League star Erling Haaland, who has joined the Beats family as an official brand ambassador.
In the film, pressure to exceed expectations surrounds the athletes; and although they operate in different worlds, their stories of perseverance are complementary. Family and legacy are motivating forces, as Savannah James and Alfie Haaland share compelling words of wisdom to their loved ones – encouraging them to silence doubt and allow pressure to fuel their respective fights.
“I’m excited to join the Beats family, a brand that has long been a part of my pre-match routine as an athlete,” said Erling Haaland. “Family is important to me, and this campaign and partnership really speak to that.”
The James family legacy with Beats also continues, as Savannah, Bryce and Zhuri James have joined the roster in the brand’s first-ever family signing. LeBron set the blueprint for Beats’ ambassador programme since joining the brand in 2008, and Bronny James served as its first high school athlete in 2022.
“It’s a pretty special thing to see how this partnership has grown with our family over the years,” said LeBron James. “It’s a blessing for me to share the stage with them, and with a brand that’s been part of our lives since we started this journey. Family means everything to me!”
Beats’ new Studio series is featured throughout the film, as LeBron and Erling wear Beats Studio Pro (£349.99) and Savannah and Alfie wear Beats Studio Buds + (£179.99). For more information on product availability, visit beatsbydre.com.
