After dancing past defenders to his own beat all season, it’s only right Lamine Yamal becomes the latest member to join the Beats By Dre family. Much like the young star himself, the creative is both playful and clever for the new campaign.
Feet moving to a rhythm only he can hear like a freestyle artist in full flow as he skips past whoever is unfortunate enough to be assigned the task of marking him, it’s fitting that Lamine Yamal is now syncing his next chapter with a brand that knows all about delivering that perfect sound. This week, Beats by Dre announced the Barcelona baller as the latest global ambassador to join its roster—an elite club that already includes Lionel Messi, Erling Haaland, and LeBron James.
Much like Yamal’s style on the pitch—playful, precise, instinctive—the new Beats campaign captures a young star already moving to the beat of his own drum. Or in this case, his own studio. Enter “Lamine Records,” a fictional but fitting alter ego where the teen forward dons a sharp suit and searches for the perfect track to soundtrack matchday. It’s a slick concept that mirrors his blend of professionalism and youthful swagger.
There’s more than style here, though. There’s story. The campaign features a cameo from Morad, the Spanish-Moroccan rapper who shares not just a playlist spot, but a postcode with Yamal. Both artists come from the now-iconic 304 neighbourhood, and their mutual respect is as real as it gets. “Morad is always on the playlist,” says Yamal. “There’s love and respect there—we grew up in the same place.”
Yamal appears in a custom pair of Beats Studio Pro, repping the colours of Barcelona with pride. The Powerbeats Pro 2, Studio Pro, Beats Solo 4, and the Beats Pill also make appearances, reflecting the versatility and range that Yamal himself brings to the table.
“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,” says Yamal. “For me, Beats is a cool, stylish brand that connects with my personality. I'm really happy to be working with them.”
When he's not on the pitch, Yamal is known to run things in the locker room as the team’s self-appointed DJ. “It depends on the day,” he says of his track selections. “I’m always switching up rhythms and artists. I usually play rap, trap, and afro beats.” Morad, naturally, features heavily. So do Myke Towers and the occasional hit of classic reggaetón. “Old-school rappers like 50 Cent and Eminem get me into game mode. I put on my Beats, turn up the volume, and lock in.”
The campaign’s underlying message is clear: Lamine Yamal isn’t just a player for the future—he’s a star of the now. His confidence and clarity on the ball already feel generational, but it’s his off-pitch presence, steeped in authenticity and cultural connection, that’s helping him emerge as more than just a footballer.
There’s a level of maturity to the way he talks about preparation and routine. “My Beats travel with me everywhere,” he says. “On flights, bus rides to the stadium, during pitch walk-throughs—they help me get into my own headspace.” Even when the volume’s up, Yamal’s focus is laser-sharp.
So what’s next for the teenager with a left foot dipped in poetry and headphones always within reach? Stadiums he dreams of playing in include Old Trafford and Anfield, places that could soon be echoing his name – albeit from the visiting Barca supporters (don't get excited about a potential move, Liverpool and United fans). He names Dembélé and Bukayo Saka as players he’s watching closely and doesn’t hesitate to call Barcelona’s recent Copa del Rey win over Real Madrid his favourite El Clásico memory—so far.
It's clear that his music’s only just begun, but Lamine Yamal’s tune is already charting worldwide. And now, with Beats by Dre amplifying the sound, expect the volume—and the influence—to rise in perfect harmony.
This is just the intro track. The album? That’s still being written.
