Lamine Yamal stars in new Beats campaign
Beats has released its first piece of content featuring Spanish footballer Lamine Yamal as part of a new global ambassador partnership, with the campaign filmed by Homeground.
The film, created by creative agency Homeground, has been released across multiple international markets, including the UK, and presents Yamal in a stylised narrative as CEO of the fictional “Lamine Records” in search of the ideal pre-match soundtrack.
The video features music by Spanish-Moroccan artist Morad, a personal favourite of Yamal’s, who also appears in the film. Both Yamal and Morad grew up in the same neighbourhood of El Prat de Llobregat, near Barcelona.
Yamal appears in a custom pair of Beats Studio Pro headphones in colours inspired by his football team.
This campaign places Yamal among a group of high-profile athletes who have worked with Beats in recent months, including Erling Haaland, Lionel Messi, Qinwen Zheng and LeBron James.
Homeground has additionally been shortlisted for the FEVO Sport Industry Awards 2025, for Agency of the Year.
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