Chery taps global football star Robert Lewandowski to revitalize its 'For Family' brand campaign worldwide
Executive summary: On July 18 2026, CHERY launched a global television campaign featuring football star Robert Lewandowski as its global ambassador, presenting a family‑oriented narrative told from a daughter’s perspective to promote its 'For Family' slogan. The campaign aims to boost CHERY’s brand awareness and sales of its family‑focused SUVs in competitive global markets by leveraging Lewandowski’s worldwide appeal.
Who is involved: CHERY (Chinese automobile manufacturer), Robert Lewandowski (global football star and brand ambassador), PR Newswire (press release distributor), and the campaign’s creative agency.
Likely next: CHERY will roll out the TV spot across international broadcast and digital channels, monitor brand lift and sales impact, and may extend the partnership with Lewandowski for additional marketing activations.
CHERY launched a worldwide television campaign on July 18, 2026 featuring Robert Lewandowski as its global ambassador. The spot tells a family‑oriented story from a daughter’s perspective to promote the 'For Family' slogan. The move aims to strengthen CHERY’s brand perception and boost sales of its family‑focused SUVs in competitive global markets.
Timeline
- — Robert Lewandowski v novej televíznej reklame značky CHERY - oživenie kampane „Pre rodinu" (PR Newswire)
- — Robert Lewandowski Stars in CHERY's New Brand TVC, Bringing "For Family" to Life (PR Newswire)
- — Robert Lewandowski występuje w nowej reklamie telewizyjnej marki CHERY, nadając życie hasłu „Dla rodziny" (PR Newswire)
- — Robert Lewandowski hraje hlavní roli v nové televizní reklamě značky CHERY, která oživuje motto „Pro rodinu" (PR Newswire)
- — Robert Lewandowski est la vedette du nouveau spot TV de CHERY, qui donne vie au slogan « For Family » (PR Newswire)
Analysis — what this means
Sectors affected
- Automotive (SUV segment)
- Sports marketing
- Celebrity endorsement
Historical parallels
- David Beckham’s endorsement deal with Adidas launched in 2003 boosted brand sales in Asia.
- Lionel Messi’s partnership with Lay’s chips launched in 2022 increased brand recall in Latin America.
- Cristiano Ronaldo’s CR7 fragrance line with Nike launched in 2020 contributed to a 12% rise in Nike fragrance sales.
Key entities
Sources
- Robert Lewandowski v novej televíznej reklame značky CHERY - oživenie kampane „Pre rodinu" — PR Newswire
- Robert Lewandowski Stars in CHERY's New Brand TVC, Bringing "For Family" to Life — PR Newswire
- Robert Lewandowski występuje w nowej reklamie telewizyjnej marki CHERY, nadając życie hasłu „Dla rodziny" — PR Newswire
- Robert Lewandowski hraje hlavní roli v nové televizní reklamě značky CHERY, která oživuje motto „Pro rodinu" — PR Newswire
- Robert Lewandowski est la vedette du nouveau spot TV de CHERY, qui donne vie au slogan « For Family » — PR Newswire