LeBron James has been a part of the Beats by Dre family for about 15 years now, and as he prepares for his 21st season in the NBA, he’s taking part in a campaign for the brand that incorporates his family — including his wife Savannah James.
In a clip for “The King & The Viking,” which features LeBron and Norwegian football (as in soccer) phenom Erling Haaland, both men are encouraged by the words of the most important people in their lives. For Haaland, that is his father, Alfie, a former professional footballer, and for James, that is his wife, Savannah.
In her speech, shared as a voicemail done with help from the Studio Buds +, which LeBron receives through his own Studio Pro headphones, she helps to hype him up to put naysayers to shame. “Put Akron on the map again,” she says. “Tell them you’re not done until you play with your son, then do that…again. Show them why you’re nothing to be played with. The GOAT. Show them why you’re the king again.”
The couple’s children, Bronny, Bryce and Zhuri, are also in the clip, with the youngest pretending to put a crown on her head at one point to signify that her dad, is indeed, still king James.
The whole point of the clip is that the loved ones, and the Beats Studio Pros, are helping these star athletes silence the noise that can bring intense pressure. But Savannah, Bryce and Zhuri are not just faces in the ad. They’re actually joining the Beats roster and are the brand’s first-ever family signing. Bronny joined the roster as the brand’s first high school athlete back in 2022.
“It’s a pretty special thing to see how this partnership has grown with our family over the years,” said LeBron in a statement. “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!”
As mentioned, in addition to the James family, and the youngest Haaland, the products are also front and center in the clip, specifically the Beats Studio Pro ($350) and Studio Buds + ($170). Check out the full “King & The Viking” campaign for yourself below and learn more about these particular gadgets at beatsbydre.com.