Headphones brand Beats by Dre has announced Norwegian footballer Erling Haaland as its latest brand ambassador, alongside stakeholder LeBron James.

In ‘The King & The Viking,’ viewers see the athletes nearest and dearest offer compelling words of support and encouragement to the two stars. It becomes apparent that although James and Haaland operate in different worlds, their stories of perseverance are strikingly similar.

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

The campaign comes as James’s wife Savannah and kids Bryce and Zhuri have joined Beats by Dre in the brand’s first-ever family signing.

“It’s a pretty special thing to see how this partnership has grown with our family over the years,” said 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!”