Consumer tech brand Nothing has announced a partnership with British pop star Charli XCX, naming her its first Global Brand Ambassador and a shareholder in the company.
The move is being pitched as part of Nothing’s effort to position itself not just as a hardware maker, but as a cultural brand working closely with creatives.
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Charli joins a list of cultural backers that includes The Weeknd, Casey Neistat and Swedish House Mafia, who have invested in the company alongside its tech ambitions.
“When I’m creating, I’m always thinking about how my work will be experienced out in the world and I love how Nothing headphones sound and are designed,” Charli xcx said. “Its ethos of prioritising creatives is really something I look for when working with a partner.”
Nothing co-founder and CEO Carl Pei said the collaboration reflects a shared instinct between the brand and the artist, with both pushing against what he described as a “monotonous” tech landscape.
“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,” Pei said.
Charli xcx is joining Nothing as our latest Shareholder and our first Global Brand Ambassador.
This isn't a traditional endorsement deal. Charli is investing in Nothing and helping shape what we build from here.
The campaign today is just the start. Charli is the first of more… pic.twitter.com/kTMorITK4N
— Carl Pei (@getpeid) May 12, 2026
As part of the partnership, Charli xcx will front a global campaign titled NOTHING (CHARLI XCX), shot in London by Aidan Zamiri, a long-time collaborator of the artist. The campaign shows her wearing Nothing headphones for five days straight, highlighting the product’s claimed 135-hour battery life.
The partnership comes as Nothing continues to scale up. The company recently raised $200 million in a Series C round at a $1.3 billion valuation, signalling its push to expand its presence in the global consumer electronics market while leaning harder into culture-led branding.
With Charli xcx on board as both shareholder and ambassador, Nothing said the collaboration marks the start of a deeper creative partnership between technology and pop culture.
