- This isn't a traditional endorsement deal. Charli XCX is investing in Nothing and helping shape what the brand builds going forward, joining as its first-ever Global Brand Ambassador and newest shareholder.
- A global campaign titled NOTHING (CHARLI XCX), shot by her longtime collaborator Aidan Zamiri in London, launches alongside the deal, spotlighting the Nothing Headphone (a) and its industry-leading 135 hours of playtime.
- As a shareholder, Charli joins a roster of cultural figures, including The Weeknd, Casey Neistat, and Swedish House Mafia, who back Nothing as a platform for creative expression, not just a tech company.
- Nothing recently closed a $200M Series C funding round, valuing the company at $1.3B, and the Charli XCX partnership signals exactly where that capital is being directed: the intersection of tech and culture.
Charli XCX just made history in tech. On May 12, 2026, London-based consumer tech brand Nothing announced the BRAT star as its first-ever Global Brand Ambassador, and its newest shareholder.
The news follows the release of Charli’s new single “Rock Music,” her highly anticipated follow-up to her multi-award-winning 2024 album BRAT, which swept three Grammy Awards in 2025. She is also booked to headline Outside Lands, Reading Festival, and Leeds Festival later this year.
The collaboration kicks off with a global campaign titled NOTHING (CHARLI XCX), shot in London by Aidan Zamiri, spotlighting Nothing’s Headphone (a) and its 135-hour battery life through a visual of Charli wearing the headphones for five straight days.
Nothing CEO Carl Pei had a clear vision: “The tech industry has spent a decade making everything quieter, more minimal, more monotonous. Charli has spent her career going the other way in pop. We want Nothing to feel more like that.”
Charli joins Nothing’s growing roster of cultural shareholders, including The Weeknd, Casey Neistat, and Swedish House Mafia. This is Charli’s first known partnership with Nothing.
On the brand side, Nothing has leaned heavily on the creative community since its founding in 2020, with shareholder-style relationships being its signature model rather than conventional celebrity campaigns, making Charli’s appointment as a formal ambassador a first and a meaningful escalation.
For Charli, this adds to a strong recent endorsements run. She fronted Acne Studios’ Spring/Summer 2025 campaign, starred in Saint Laurent’s Spring/Summer 2026 collection, and appeared in a Poppi Super Bowl teaser.
This Nothing deal, however, goes further than any of them, it comes with equity. Similarly, when Millie Bobby Brown was named Global Brand Ambassador for Brita, that deal also spotlighted how brands are looking for deep, identity-aligned celebrity partnerships rather than surface-level endorsements.
Founded in 2020, Nothing has surpassed $2B in lifetime revenue and a $1.3B valuation, positioning itself as the fastest-growing smartphone and consumer tech brand on the planet.
Takeaways
This deal is a blueprint for how brand partnerships are evolving. Charli XCX isn’t just putting her face on a product, she’s a co-owner with a genuine stake in what Nothing builds next. That’s a completely different kind of influence, and it raises the credibility bar significantly.
For Nothing, this is its boldest cultural play yet. The brand has always recruited creative investors, but making Charli its first formal ambassador signals they’re ready to go mainstream without losing their edge.
The timing is also sharp, dropping alongside her new single “Rock Music” means the campaign slots neatly into her current moment, not just her legacy.
Does taking an equity stake make Charli XCX more or less believable as a spokesperson for Nothing’s products? Could this deal inspire other tech companies to pursue equity-based ambassador models rather than traditional paid endorsements?
