LeBron James and Erling Haaland have teamed up for Beats' new campaign.
In 'The King and The Viking', pressure to succeed surrounds the NBA icon and the Manchester City striker - who has joined Beats as an official brand ambassador.
Although the athletes operate in different worlds, their stories of perseverance are complementary. Family and legacy serve as motivating forces as LeBron's wife Savannah James and Erling's father Alfie Haaland share words of wisdom with their loved ones - encouraging them to silence the doubters and allowing the pressure to fuel their respective fights.
Beats' new Studio series is featured throughout the film with LeBron and Erling wearing Beats Studio Pro headphones while Savannah and Alfie wear Beats Studio Buds +.
Haaland said: "I'm excited to join the Beats family, a brand that has long been a part of my pre-match routine as an athlete. Family is important to me, and this campaign and partnership really speak to that."
LeBron became a Beats ambassador back in 2008 and the new campaign continues the James family legacy with the brand as Savannah, Bryce and Zhuri James have joined the roster in the company's first-ever family signing.
The basketball great's son Bronny James served as the first Beats high school athlete in 2022.
The Los Angeles Lakers star said: "It's a pretty special thing to see how this partnership has grown with our family over the years.
"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!"
