Jonathan Tah teams up with Sonos for the “Sounds Around Football” campaign.
Jonathan Tah becomes the new campaign face of Sonos in collaboration with OneFootball.
As part of the “Sounds Around Football” campaign, Sonos and OneFootball spotlight the connection between sound, mindset, and performance. The campaign follows FC Bayern Munich defender Jonathan Tah and explores how music plays a key role in his daily routine — from preparation and training to moments of focus before stepping onto the pitch.
For Jonathan, sound is more than entertainment. It is a source of motivation, balance, and mental strength. Through his Sonos system and headphones, he creates the right atmosphere to stay focused, energized, and connected to his rhythm — both on and off the field.
At Mative, we work closely with Jonathan Tah and are proud to have initiated and facilitated this partnership, connecting athlete, brand, and storytelling to create an authentic campaign built around performance, passion, and the power of sound.
The campaign highlights how premium sound can transform everyday moments — bringing the energy of football, music, and emotion into any environment.
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CHALLENGE
Ahead of one of the biggest moments in football, the challenge was to identify the perfect ambassador for Sonos’ “Sounds Around Football” campaign — a talent who not only had global relevance on the pitch, but also an authentic connection to music, sound, and the mindset behind the campaign.
The goal was to find someone who represents performance, focus, and emotion while naturally connecting the worlds of football and music.
With our strong relationships and direct access to some of the most influential talents in sports and entertainment, we at Mative immediately saw Jonathan Tah as the perfect match.
As a leading player heading into the World Cup, a personality with a genuine passion for music, and someone who uses sound as part of his daily routine and preparation, Jonathan embodied everything the campaign stands for.
Bringing together the right athlete, brand story, and production timeline before a major global football moment was a challenge — but through our close relationship with Jonathan and deep understanding of talent partnerships, we were able to create an authentic collaboration between Sonos, OneFootball, and Jonathan Tah.
STRATEGY
From AI-Generated Moustaches to Real Impact for Men’s Health
The campaign launched with a strong social-first kickoff led by Serge Gnabry. To introduce the initiative and clearly explain the mechanics, Serge shared an Instagram carousel post that marked the official start of the activation. At the center of the content: creativity powered by Gemini. Together with Google, Serge generated three different moustache styles using Gemini—each highly realistic and inspired by his personal style. The community was invited to engage directly by voting on which moustache style Serge should recreate in real life, turning awareness into interaction from the very first moment.
The post also clearly communicated the purpose behind the activation. For every participant who generated a moustache using Gemini and shared it on Instagram under the hashtag #Gen_a_MO, Google donated €12 to Movember, motivating the community to actively take part rather than just observe. To remove barriers to entry, Serge shared the exact Gemini prompt within his post, making participation simple and accessible for everyone. This step was key in scaling the challenge and empowering the audience to instantly become part of the movement.
Throughout the campaign, Serge continuously supported the activation via Instagram Stories—regularly reminding his audience, highlighting user-generated content, and encouraging participation. After nearly one month, the campaign culminated with Serge revealing the final outcome and results, reinforcing transparency, authenticity, and the collective impact created together with the community.
RESULTS
Connecting the Right Story With Millions of Fans
The campaign created strong visibility across football, lifestyle, and media — turning Jonathan Tah’s personal connection to music into a story that reached audiences far beyond the pitch.
Through authentic storytelling and cinematic content, the partnership generated widespread attention with numerous press features and media outlets covering Jonathan’s role as the new face of Sonos’ “Sounds Around Football” campaign.
The content was amplified through OneFootball’s global ecosystem and highly engaged social media channels — reaching a worldwide football community across Instagram (10.8M followers), Facebook (9.2M followers), and YouTube (334K subscribers).
In addition, Jonathan Tah shared the campaign through his own high-reach social channels, bringing the story directly to his community and creating an authentic connection between athlete, brand, and fans.
Together, Sonos, OneFootball, Jonathan Tah, and Mative transformed a brand partnership into a cultural football moment — combining premium sound, personal storytelling, and global reach.
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