BTS V, also known as Kim Taehyung, has been announced as the new Global Brand Ambassador for Nothing, marking a major collaboration between the K-pop superstar and the London-based consumer technology company.

The partnership arrives alongside Nothing’s latest premium audio product, the Headphone (1) Pro, with V starring in a campaign photographed in Seoul by Dorothea Sing Zhang. The campaign connects V’s influence in music and contemporary culture with Nothing’s focus on design and audio technology.

Nothing said the collaboration reflects V’s willingness to experiment with different sounds and styles, qualities the company wants to associate with its newest headphones.

Nothing co-founder and CEO Carl Pei described V as an artist who follows his creative instincts rather than established formulas, making him a natural fit for the company’s approach to the Headphone (1) Pro.

The Seoul-shot campaign focuses on V's personal style and creative expression while introducing the new headphones to a global audience.

For Nothing, the appointment also strengthens the company's growing relationship with the music and creative industries. Hypebeast reported that the collaboration follows the company's earlier partnership with Charli xcx, who joined Nothing as a Global Brand Ambassador and shareholder earlier in 2026.

The Nothing Headphone (1) Pro is positioned as the company's new flagship over-ear headphone.

The headphones use a triple-driver audio system and support high-resolution audio, including LDAC wireless transmission. They can also deliver wired high-resolution audio and support lossless playback over USB-C at up to 24-bit/192kHz.

Another notable feature is the physical Flat EQ switch, designed with studio use in mind. The Verge reported that this provides a more direct way to switch into a flatter sound profile rather than relying entirely on software controls.

The headphones also support Auracast, allowing them to function as either a transmitter or receiver through the Nothing X app.

Active Noise Cancellation is another major part of Nothing's new flagship audio offering.

The Verge's review found that the Headphone (1) Pro performed particularly well at reducing low-frequency sounds such as air-conditioning noise and aircraft rumble. It also reduced street noise effectively, although the publication noted that some competing flagship headphones performed better overall in ANC.

This puts the Headphone (1) Pro into a competitive premium headphone market alongside products from major players such as Sony, Bose and Apple.

The Verge also highlighted the headphones' tactile controls, including a physical volume roller, as part of the distinctive Nothing experience.

The collaboration with V is particularly fitting for Nothing because the company has built much of its identity around unusual industrial design.

The Headphone (1) Pro continues that approach rather than looking like a conventional pair of premium wireless headphones. Its design incorporates the brand's recognizable transparent and mechanical-inspired aesthetic, while retaining physical controls instead of relying entirely on touch gestures.

That design-first strategy is also reflected in the marketing campaign featuring V.

Rather than positioning the headphones solely as a technical product, Nothing is presenting them as part of a broader creative lifestyle involving music, technology, design and self-expression.

V brings an enormous global audience to the Nothing brand, particularly across music, fashion and youth culture.

For Nothing, the partnership creates an opportunity to introduce its premium audio products to audiences that may know V primarily through BTS but are also interested in his individual artistic identity.

For V, the campaign connects his music-oriented image with a technology product specifically focused on listening and sound.

The partnership therefore goes beyond a conventional celebrity endorsement: the campaign messaging is built around the shared themes of creativity, experimentation and audio culture. Forbes described the collaboration as a meeting of V's impact on music culture and Nothing's design-led engineering.

The Headphone (1) Pro represents an important step in Nothing's expansion into the premium audio market.

According to reporting around the launch, the headphones are priced at $399, placing them directly in the premium segment. They offer features including triple-driver architecture, high-resolution audio, adaptive ANC and up to 68 hours of battery life, depending on usage conditions.

The combination of high-end specifications and Nothing's recognizable visual identity shows the company's ambition to compete beyond the mid-range consumer electronics space.

With V now representing the product globally, Nothing is also using music culture and celebrity reach as part of that premium positioning.

The announcement comes at a time when the global headphone market is increasingly focused on a combination of sound quality, active noise cancellation, battery life, wireless connectivity and design.

Nothing's strategy with the Headphone (1) Pro is to bring these features together while retaining the company's distinctive hardware identity.

The addition of BTS V gives the launch another layer of cultural visibility. His role as Global Brand Ambassador places him at the centre of Nothing's latest audio campaign, while the Headphone (1) Pro becomes the first major product associated with the new partnership.

As Nothing continues to expand its audio portfolio, the collaboration could become one of the company's most visible celebrity-led campaigns yet.