SAMSUNG’S GLOBAL LAUNCH CELEBRATES FOLDABLE INNOVATION

Samsung has launched the Galaxy Z Fold8 Ultra, Fold8, Flip8, Watch Ultra2, Watch9 and Intelligent Eyewear with Gentle Monster, Warby Parker and Google. The global campaign spans hundreds of assets, coordinated by teams worldwide. Samsung celebrates its eighth generation of foldables, urging consumers to experience the innovation in stores.  

Samsung has unveiled its latest wave of devices, headlined by the all‑new Galaxy Z Fold8 Ultra, Fold8 and Flip8, alongside the Watch Ultra2, Watch9 and Intelligent Eyewear created in collaboration with Gentle Monster, Warby Parker and Google. The launch marks the company’s eighth generation of foldables, a category it pioneered and continues to redefine.  

The campaign represents one of Samsung’s most ambitious global rollouts to date, with hundreds of pieces of content already live across markets. From strategy and positioning to creative assets and key visuals, the scale of execution underscores the complexity of keeping foldables fresh and innovative while maintaining their status as a flagship form factor.  

Samsung’s marketing teams, agencies, partners, creators, influencers and offices worldwide have coordinated seamlessly to deliver the campaign. The company extended particular thanks to its Suwon team, acknowledging their role in bringing the launch to life. The effort reflects Samsung’s ability to orchestrate global storytelling while tailoring experiences to local audiences.  

The new devices highlight Samsung’s continued push into lifestyle technology, with foldables positioned as the future of mobile design and the Intelligent Eyewear signalling fresh collaborations across fashion and tech. The Watch Ultra2 and Watch9 expand Samsung’s wearable ecosystem, reinforcing the brand’s ambition to integrate innovation across categories.  

For consumers yet to experience foldables, Samsung encourages visits to its stores to see the devices in person. The company notes that once users adopt the Fold8, traditional smartphones appear “disproportionally long,” a testament to how foldables are reshaping perceptions of mobile design.