Jamal Musiala becomes the new face of Prada Beauty
How Jamal Musiala became the face of Prada Beauty's campaign across Germany and Europe.
For the global launch of Prada Beauty’s new men’s fragrance Prada Paradigme, the brand introduced a new creative platform built around the question “What if there’s another way?”—inviting a new generation to challenge convention and define success on their own terms. Led globally by Tom Holland and the campaign claim “Create your paradigm. There’s always another way.”, Prada Beauty launched a new vision of modern masculinity centered on authenticity, individuality and confidence.
To amplify this global vision, Prada Beauty expanded the campaign through a carefully curated roster of ambassadors, each embodying the spirit of Prada Paradigme. Mative supported the brand in bringing Jamal Musiala on board as a Global Ambassador, helping connect one of the world’s most exciting young athletes with one of luxury’s most iconic brands.
As part of the global campaign, Jamal Musiala became the face of the launch across Germany and key European markets, appearing throughout digital, social, out-of-home and retail activations. His authenticity, effortless style and cultural relevance made him a natural extension of Prada Beauty’s vision, reinforcing the campaign’s message for a new generation of consumers.
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CHALLENGE
With Prada Paradigme, Prada Beauty set out to redefine modern masculinity—celebrating individuality, confidence and the courage to challenge convention. To extend this vision beyond the global campaign, the brand needed an ambassador who could authentically embody these values while connecting with a new generation of consumers.
The challenge was to identify a culturally relevant talent whose influence reached far beyond sport—someone who naturally aligned with Prada Beauty’s premium positioning and could translate the campaign’s message into genuine cultural impact.
STRATEGY
A Partnership Built on Authenticity.
To bring the Prada Paradigme campaign to life, Prada Beauty assembled a carefully curated lineup of ambassadors, including Tom Holland, Rauw Alejandro, Win Metawin, Omar Ayuso and Jamal Musiala—each chosen for their authenticity and cultural influence.
Mative supported Prada Beauty in bringing Jamal Musiala on board as a Global Ambassador. As one of the world’s most influential young footballers, Jamal is highly selective when it comes to brand partnerships, making the collaboration especially authentic. A long-time admirer of Prada, the partnership was built on genuine brand affinity. His understated confidence, individuality and effortless style naturally embodied the spirit of Prada Paradigme and its message of defining your own path.
Beyond his cultural relevance, Jamal brings a highly engaged global audience across his social media channels, making him the ideal partner to amplify the campaign far beyond traditional media. Together with Prada Beauty, we developed premium campaign assets, including hero films and a series of tailored cut-downs optimized for digital and social platforms. These assets were distributed across Prada Beauty’s channels as well as Jamal’s own high-reach social platforms, extending the campaign’s reach while maintaining a consistent luxury brand experience.
As part of the integrated 360° activation, Jamal also became a key face of the campaign across digital, social media, out-of-home (OOH), point of sale (POS) and retail environments—creating a seamless connection between Prada Beauty’s global vision and one of the most authentic talents of his generation.
@jamalmusiala Revisiting the moments that shaped my path and discovering the new Prada Paradigme along the way. It’s all about the passion and growing every day. For me mastery is a mindset. @pradabeauty @prada #PradaBeauty #PradaFragrances ♬ Originalton - Jamal Musiala
RESULTS
Driving Global Reach Through Authentic Influence
The partnership with Jamal Musiala became a defining asset of the Prada Paradigme launch, combining global brand storytelling with one of the most influential athletes of the next generation. His authenticity, strong cultural relevance and highly engaged social media community made him the perfect ambassador to bring Prada Beauty’s vision to life.
The campaign generated significant reach and engagement across digital channels, with premium campaign films and tailored social content driving impactful visibility through both Prada Beauty’s and Jamal’s high-performing platforms. The integrated 360° rollout across social media, digital, retail, POS and out-of-home created a consistent luxury brand experience at every touchpoint.
The collaboration gained even greater relevance as Jamal entered one of the biggest moments of his career on the global stage. With worldwide attention surrounding international football, he became an exceptionally strong brand asset, amplifying the campaign far beyond traditional media and reinforcing Prada Beauty’s connection with a new generation of consumers.
By bringing Jamal Musiala on board, Mative helped create an authentic partnership that delivered cultural relevance, premium brand impact and long-lasting visibility on a global scale.
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