Marc-André ter Stegen Joins Anthbot as New Brand Ambassador
How Jamal Musiala became the face of Prada Beauty's campaign across Germany and Europe.
ANTHBOT announces world-class goalkeeper Marc-André ter Stegen as its new Global Brand Ambassador, marking a major milestone in the company’s international expansion and mission to redefine the future of robotic lawn care.
The partnership was brought to life together with Mative, connecting innovative Chinese brands with the European market and matching them with unique talents who authentically represent their vision, values, and ambitions. Built on shared values of precision, consistency, trust, and performance, the collaboration brings together one of football’s most reliable athletes with ANTHBOT’s innovative approach to smart outdoor technology.
Known for his calm confidence, discipline, and world-class performance under pressure, Marc-André ter Stegen embodies the same principles that define ANTHBOT’s robotic solutions: delivering outstanding results through precision and consistency.
ANTHBOT’s advanced robotic lawn mowers combine multi-sensor technology, intelligent navigation, and precision cutting systems to provide effortless, reliable lawn care. Just like a top goalkeeper, ANTHBOT operates with focus and accuracy — often working quietly in the background while ensuring the result is always delivered.
Through strategic talent partnerships, creative storytelling, and international brand activations, Mative helps global companies create meaningful connections and establish cultural relevance in new markets.
The collaboration introduces Marc-André ter Stegen as the face of ANTHBOT across global markets through an integrated campaign spanning digital platforms, media activations, and international brand experiences. Together, ANTHBOT, Marc-André ter Stegen, and Mative represent the power of connecting innovation with influence — creating partnerships built on authenticity, performance, and shared ambition.
Mative builds authentic partnerships between world-class talent and global brands
CHALLENGE
As ANTHBOT accelerated its expansion into Europe, with Germany, France, and Spain among its key strategic markets, the company faced a challenge that extended far beyond increasing brand awareness. Entering highly competitive European markets as an innovative Chinese technology brand required establishing trust, building credibility, and creating a strong emotional connection with local consumers.
To successfully position ANTHBOT as a premium player in the smart home and robotics category, the brand needed an ambassador who would do more than generate attention. The partnership had to resonate across multiple European markets, feel authentic, reflect ANTHBOT’s core values of precision, consistency, and performance, and strengthen the brand’s perception on an international scale.
Finding the right personality—someone with global recognition, cross-market appeal, and a natural alignment with ANTHBOT’s vision—was essential to creating a long-term platform for sustainable growth across Europe.
STRATEGY
A Cross-Media Ambassador Strategy for European Growth
Mative developed and executed a talent-first market entry strategy by identifying a globally respected athlete whose personal brand naturally aligned with ANTHBOT’s positioning. From ambassador sourcing and negotiations to campaign strategy and execution, Mative connected ANTHBOT with Marc-André ter Stegen, creating a partnership built on shared values rather than a traditional endorsement.
The strategy positioned Marc-André ter Stegen as the central cross-media face of the brand across ANTHBOT’s key European markets. His reputation, international relevance, and strong level of trust among consumers were used to strengthen ANTHBOT’s credibility and accelerate its positioning as a premium and reliable technology brand.
To build a consistent and recognizable campaign platform, Mative developed a wide range of digital and commercial assets featuring Marc-André ter Stegen. These included social-first content, digital campaign visuals, product-focused assets, key visuals, and a cinematic hero film designed to communicate the shared values of precision, consistency, trust, and performance.
The campaign was designed to work across every relevant consumer touchpoint. Marc-André ter Stegen will be integrated into PR, social media, digital advertising, e-commerce, retail communication, and live brand activations. At the point of sale, his presence will be translated into large-scale displays, standees, branded retail installations, and product communication to create immediate recognition and increase consumer confidence at the moment of purchase.
By using Marc-André ter Stegen’s status as a world-class athlete and one of Europe’s most trusted football personalities, the campaign gives ANTHBOT more than reach. It provides the brand with credibility, emotional relevance, and a strong human face that helps consumers understand and trust a previously unfamiliar technology brand.
The result is a fully integrated ambassador platform that connects global brand strategy with local market relevance and turns Marc-André ter Stegen into a long-term driver of awareness, trust, and commercial impact.
RESULTS
Creating Impact Across Every Touchpoint
The campaign is currently rolling out across Europe, with Germany, France, and Spain serving as key launch markets. Marc-André ter Stegen is being introduced as the new face of ANTHBOT through a fully integrated cross-media campaign spanning PR, digital advertising, social media, retail, e-commerce, and point-of-sale activations.
The partnership has already generated significant international media attention and is laying the foundation for ANTHBOT’s long-term brand growth across Europe. By leveraging Marc-André ter Stegen’s credibility and global recognition, the campaign is strengthening consumer trust while significantly increasing brand visibility in key markets.
As the rollout continues, ANTHBOT is establishing a consistent brand presence across every major consumer touchpoint, creating a scalable ambassador platform designed to support the company’s international expansion and long-term market positioning.
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