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Beats has launched its inaugural content featuring global ambassador Lamine Yamal, available as of May 9th, 2025. The campaign presents the football sensation in a new light as the fictional "CEO of Lamine Records," on a quest for the ultimate pre-match soundtrack.
The creative spot includes a cameo from Spanish-Moroccan rapper Morad, a personal favourite of Yamal's, highlighting their shared roots in the '304' neighborhood. Yamal shared his perspective on music's significance, stating it aids his focus, helps him unwind, and offers an escape.
The content showcases Yamal sporting a custom pair of Beats Studio Pro headphones inspired by his team's colours, alongside other Beats audio products like Powerbeats Pro 2, Beats Pill, and Beats Solo 4.
According to Chris Thorne, Chief Marketing Officer and Head of Product at Beats, the partnership celebrates Yamal's passion for music and allows his dynamic personality to resonate.
This collaboration underscores Beats' ongoing strategy of partnering with elite global athletes, adding Yamal to a roster that includes prominent figures such as Erling Haaland, Lionel Messi, and LeBron James. The campaign aims to connect the worlds of top-tier sport and premium audio.
