Beyond the Football fields, the aura of the captain of the Atlas Lions is attracting more and more brands who do not hesitate to associate their image with his. Samsung is the latest.
On the pitch, he is considered one of the best players in the world in his position. Pillar of a selection of which he now wears the armband, Achraf Hakimi was one of the essential elements of the heroic journey which saw Morocco make history at the last World Cup in Qatar, by becoming the first African nation to reach the in the last square. A few months later, he led Morocco to bronze at the 2024 Paris Games, the first Olympic medal obtained by the country in football. During this tournament, he even distinguished himself by scoring two goals. And even if he narrowly missed being named African Player of the Year a few days ago, Achraf Hakimi nonetheless remains one of the brightest stars on the football planet.
Aside from the pitch, he also stands out on the charitable field thanks, in particular, to the Achraf Hakimi Foundation which works to include young people from disadvantaged backgrounds. No surprise then to see the captain of the Atlas Lions at the top of Moroccans' favorite personalities, according to the Love Brand survey, unveiled in February.
Moreover, the popularity of the right side of Paris Saint-Germain is not limited to Mr. and Mrs. Everyman, given that local and international brands, which associate their image with his, are more and more numerous. . The latest, the electronics specialist Samsung, which has decided to make it its ambassador in North Africa and the Middle East for its Galaxy brand. The collaboration was announced during the launch of Samsung's “The next big thing is You” campaign, which features exclusive content and compelling stories highlighting the perfect harmony between Hakimi's journey and Galaxy technology.
The Samsung sub-brand has positioned itself for years as a partner in the health and well-being of its users, thanks to its various connected objects and the reinforcement of artificial intelligence.
Perfect match
In a press release, the South Korean electronics giant explains that it is a question of associating the Galaxy brand with the remarkable career of Hakimi, embodying the passion for football and the commitment to the sporting community. Omar Saheb, regional vice president in charge of marketing & online business at Samsung Electronics MENA, highlighted that this strategic partnership aims to inspire a new generation of consumers to explore the transformative potential of Galaxy technology alongside the captain of the Lions of the Atlas.
“Hakimi is a true icon, representing the fusion of sport, community and inspiration. We believe this partnership will enable our Galaxy users to reach their full potential,” he added.
For his part, the main party did not hide his enthusiasm. “Joining the Galaxy family is a huge honor. Samsung's commitment to innovation, style and community perfectly reflects my journey on and off the field. Football taught me the importance of perseverance, solidarity and self-expression, values that deeply resonate with Samsung's vision. Through this partnership, I hope to inspire people across the region to embrace their unique journey and push their limits, as I strive to do every day,” said the Moroccan international.
Local muse
Before Samsung, Hakimi was already the face of local brands. In the tech sector, he is regularly featured in the campaigns of the telecoms operator inwi, since April 2022, in campaigns highlighting speed and performance, characteristic attributes of the Moroccan international. At the same time, the PSG player has also, since the beginning of 2024, been the leading figure in the campaigns of the Nooco brand, a new arrival in the biscuit sector, which intends to rely on its Moroccan identity to establish itself in the long term. . Hence the signature “Proudly tasty, Proudly chocolatey, Proudly moroccan”.
A good rating
If his performances on the field and his aura off it credit the captain of the Atlas Lions with significant sympathy among the public and brands, they also have a significant impact on his market value. Estimated at 60 million euros (M€) by the specialized site Transfermarkt, it is the highest price for a Moroccan footballer.
In his position, Hakimi would be, according to the same source, the second most expensive full-back in the world at present. He comes in just behind Liverpool's Trent Alexander-Arnold, who 'weighs' €75m. The Moroccan also has the second highest odds in the French championship, only ahead of his PSG teammate Bradley Barcola (€65 million). His rating ranks him second at the African level, behind the Nigerian Victor Osimhen (€75 million), and 50th out of all players on the planet listed. And given the room for improvement available to the player, the best is undoubtedly yet to come!
Darryl Ngomo / ECO Inspirations
