Catch up on the essentials
- Samsung Electronics announced a new Europe-wide advertising campaign called "Welcome to Foldables" featuring French former footballer Thierry Henry to promote the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 foldable smartphones.
- Samsung said sales of the Galaxy Z Fold8 and Z Fold8 Ultra in Europe are already 50 percent higher than the previous generation of the foldable range in the same period since their launch.
- Henry was already Samsung's pan-European TV ambassador from April 2026, so the foldables campaign extends an existing relationship rather than starting a new one.
Selected from this article · 2026-10-10
Read on for the full pictureSamsung's "Welcome to Foldables" campaign with Thierry Henry
Samsung Electronics announced a new Europe-wide advertising campaign called "Welcome to Foldables" featuring French former footballer Thierry Henry to promote the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8 foldable smartphones. The campaign runs as a series of films in which Henry uses each Galaxy Z8 model for a different part of his day, and it was announced on 7 October 2026. Benjamin Braun, chief marketing officer at Samsung Electronics Europe, framed the work as a way to show how each device fits different lifestyles and daily needs.
Galaxy Z Fold8 sales data and first-time buyers
Samsung said sales of the Galaxy Z Fold8 and Z Fold8 Ultra in Europe are already 50 percent higher than the previous generation of the foldable range in the same period since their launch. Reporting on the September data also noted that many of those buyers are first-time foldable owners, and that 20 percent of Flip8 buyers switched from rival brands. The campaign is therefore positioned around reaching an audience that has never owned a foldable, with football used as the channel rather than tech review content.
Henry's existing role as Samsung's European ambassador
Henry was already Samsung's pan-European TV ambassador from April 2026, so the foldables campaign extends an existing relationship rather than starting a new one. The retired striker covers all three Galaxy Z8 models across Europe in the new films, in contrast to Samsung's earlier UK-only use of Raheem Sterling for the Galaxy Z Fold4 in 2022.
Apple display rumor reported the same day
Separately, an iLounge report on 9 October 2026 said Apple is rumored to be holding off and biding its time for Samsung to finish a next-generation OLED display that wraps vertically around a device. The report did not specify timing, product names or sources beyond the rumor framing, and Apple has not publicly confirmed the development.
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