Beats, the renowned audio brand, has launched its latest campaign, The King & The Viking, bringing together NBA Champion LeBron James and Premier League sensation Erling Haaland. This campaign showcases the power of music and marks Haaland’s official entry into the Beats family as a brand ambassador.

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In the campaign film, both athletes face immense pressure to surpass expectations. Despite operating in different worlds, their stories of perseverance beautifully complement one another. Family and legacy motivate both, as Savannah James and Alfie Haaland share profound words of wisdom with their loved ones, urging them to conquer doubt and use pressure as a catalyst for success.

Furthermore, the James family’s legacy with Beats continues to thrive, with Savannah, Bryce, and Zhuri James becoming part of the brand’s roster, marking the first-ever family signing for Beats. LeBron James, who has been a Beats ambassador since 2008, has played a significant role in shaping the brand’s ambassador program, while Bronny James made history as its first high school athlete in 2022.


“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.”

“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!”

The campaign also features Beats’ new Studio series, with LeBron and Erling wearing Beats Studio Pro, and Savannah and Alfie sporting Beats Studio Buds +. For more information on product availability, visit