Beats by Dre has just presented a brand-new campaign titled “The King & The Viking,” featuring NBA champion LeBron James and Manchester City striker Erling Haaland, who has just joined the Beats team as an official brand ambassador.

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The campaign comes with a short film, which features a plot exploring the pressures that come with the need to exceed expectations as an athlete. Additionally, the concept of family and legacy are key themes in the film, too, with Savannah James and former Manchester City baller and father of Haaland, Alfie, sharing compelling words of wisdom to their loved ones — encouraging them to silence doubt and allow pressure to fuel their respective fights.

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Alfie’s message is complemented by archive footage of a young Haaland playing for his boyhood club Bryne FK, finding the back of the net time and time again, even then.

Since his days at the Norwegian club, the Manchester City frontman’s star continues to grow at rapid speed, and this campaign is a testament to that. Being hailed alongside one of the world’s most decorated and renowned athletes is a major accomplishment when you’re 23 years old. The viking might be reaching king status.

“I’m excited to join the Beats family, a brand that has long been a part of my pre-match routine as an athlete,” Erling Haaland said.

“Family is important to me, and this campaign and partnership really speak to that.”

With the launch of their new campaign, Beats is carrying on the James family legacy. LeBron’s wife, Savannah, and their two kids, Bryce and Zhurim, become the brand’s first-ever family signings.

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Commenting on the launch of Beats’ new campaign, LeBron James 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!”

You can check out the new Beats by Dre “The King & The Viking” campaign above and the featured Beats Studio Pro and Beats Studio Buds are available to shop via the official Beats website now.