Luka Modrić & MOVA

THE BRIEF

As part of its bold global expansion strategy, Chinese home appliance brand MOVA, a subsidiary of Dreame, appointed Croatian legend and Ballon d’Or winner Luka Modrić as its official Global Brand Ambassador for the Vacuum and Lawn Mower categories — a landmark partnership brought to life by HashtageSport.

The collaboration was officially unveiled at the IFA exhibition in Berlin and the activation event in Milan. The event highlighted the perfect alignment between Modrić’s reputation for excellence and MOVA’s commitment to quality and innovation in everyday life.

From identifying Modrić as the ideal face of MOVA’s international ambitions, to leading negotiations, shaping the creative narrative, and supporting the launch activation, HashtageSport managed the project end-to-end, ensuring flawless execution despite complex challenges across markets. This partnership also marks another milestone in Modrić’s commercial journey, extending his influence into new lifestyle categories while reinforcing MOVA’s credibility as a brand with global ambition.

At HashtageSport, we are proud to have facilitated this collaboration that bridges elite sports talent with ambitious Asian brands. With MOVA setting its sights on international growth, this project demonstrates our ability to connect visionary brands with world-class athletes and deliver high-impact, market-defining partnerships.

“With the best on your side, whether on the pitch or at home, winning is natural”