Samsung has signed French football legend Thierry Henry to front its European foldable push, with the former striker starring in a new “Welcome to Foldables” campaign covering the Galaxy Z Fold8, the Fold8 Ultra and the Flip8 — the trio that launched back in July.
The campaign will run as a series of videos built around the idea that each foldable fits a different version of Henry’s day. Samsung says the clips will show several versions of Henry handling tasks simultaneously: the Fold8 Ultra gets the multitasking showcase, the Fold8 is the big-screen football companion, and the Flip8 handles the “perfectly framed” selfie moment.
Samsung describes Henry as a long-time Samsung user, though history suggests taking celebrity endorsements at face value is risky — more than one star has happily taken the check and quietly gone back to an iPhone once the contract ended.
The foldables line is only a few months old, so this is a mid-cycle marketing refresh rather than a hardware story. Still, landing one of football’s most recognizable faces signals Samsung is serious about pushing foldables into the mainstream in Europe.