Barcelona and Spain’s rising star, Lamine Yamal, is the newest global ambassador for Beats by Dre, joining a lineup of elite athletes that includes Lionel Messi, Erling Haaland, LeBron James, Qinwen Zheng, and Alessia Russo.
The partnership kicks off with a vibrant campaign that introduces Yamal as the CEO of “Lamine Records”, a playful take on his match-day music ritual. In the short film, Yamal is seen cycling through tracks in search of the perfect song to set the tone, eventually landing on a winning choice with the help of a young fan. The narrative offers a glimpse into his relationship with music and how it fuels focus and expression before stepping onto the pitch.
The spot also includes a cameo from Spanish-Moroccan rapper Morad, a personal favourite of Yamal’s. Both hail from the same neighbourhood - the 304, Rocafonda, in Mataró - and their appearance together underscores a shared cultural background and a mutual admiration that extends beyond football and music.
"I love music for many reasons: it helps me focus before a match, it also helps me relax, and it's an escape into a world of fun," said Yamal. "For me, Beats is a brand that connects with my personality. I'm really happy to be working with them."
In the visuals, Yamal sports a custom pair of Beats Studio Pro headphones inspired by his club’s colours. The campaign also highlights the Powerbeats Pro 2, Beats Pill, Studio Pro, and Beats Solo 4, showcasing the brand’s full lineup.
Chris Thorne, Chief Marketing Officer and Head of Product at Beats, said:
"Having Lamine as part of the Beats family is a huge honour. Lamine creates magic on the pitch and we know that music is another huge passion for him. We wanted to storytell around his love of music and allow his fun and infectious personality to shine through.”
With this new chapter, Beats continues its tradition of merging sport, sound, and identity and Yamal is the perfect bridge between the next generation of football stars and the beats that move them.
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