Tech brand Nothing is stepping deeper into the world of culture and entertainment with the announcement of Charli xcx as its first-ever Global Brand Ambassador and newest shareholder.
Rather than a typical celebrity partnership, the collaboration signals a wider creative direction for the London-based company, which has built its identity around bold design and community-driven branding. Charli’s involvement goes beyond campaign appearances, with the artist also taking an ownership stake in the business.
The partnership launches alongside a new campaign titled NOTHING (CHARLI XCX), photographed in London by creative collaborator Aidan Zamiri. The visuals focus on Nothing’s latest audio product, headphone (a), with the campaign spotlighting the device’s 135-hour battery performance in a deliberately stripped-back and immersive concept.
Charli’s connection to the brand appears rooted in creative alignment rather than traditional endorsement marketing. The artist, known for pushing boundaries across music, visuals and digital culture, said the collaboration felt like a natural fit because of Nothing’s focus on design and creative expression.
Her arrival also strengthens a growing network of cultural names already associated with the company, including The Weeknd, Casey Neistat and Swedish House Mafia, all of whom are shareholders in the brand.
According to Carl Pei, the collaboration reflects the company’s ambition to move away from the increasingly uniform feel of the tech industry. He described Charli as someone who has consistently challenged convention in pop music an attitude he believes mirrors Nothing’s own approach to product design and branding.
The announcement
shortly after Nothing secured $200 million in Series C funding, bringing the company’s valuation to $1.3 billion. With partnerships increasingly tied to music, fashion and entertainment, the latest move suggests the company is positioning itself as more than a hardware player aiming instead to sit at the intersection of technology and contemporary culture.
