SharkNinja brought four celebrity ambassadors together for a holiday campaign that puts its in-house creative operation in the spotlight.
"There's No Home Like a SharkNinja Home" features David Beckham, Kevin Hart, Tom Brady, and Aryna Sabalenka in a house-sitting assignment gone wrong.
SharkNinja's Creative Labs team developed the campaign, while Studio 99 handled production.
Beckham co-founded Studio 99 in 2019, making him both a star of the campaign and a founder of its production partner.
It now operates as part of Authentic Brands Group's Authentic Studios.
Beckham has been a SharkNinja ambassador since 2024 and fronted Ninja's first global holiday campaign that year.
The production split comes as SharkNinja invests in internal creative capabilities.
It appointed former Clinique creative leader Elizabeth Nolan as chief creative officer in April 2026.
Her first priority was to build an in-house creative team.
The campaign offers a useful case study in how brands divide creative ownership and production responsibilities.
It also puts talent-owned studios in the agency conversation, as brands weigh the value of internal teams against specialist external partners.
The film debuted on Nov. 3, a day before SharkNinja reported 21.2% Q3 sales growth, its 14th straight quarter of double-digit gains.
International sales rose 25.2% in the quarter, outpacing growth in the U.S. business.
Beckham's fame anchors a cast of fellow ambassadors, including tennis champion Sabalenka and 2025 signings Hart and Brady.
This lineup gives SharkNinja globally known faces as it pushes deeper into international markets.
Hiring Beckham's own studio for the shoot keeps the campaign's biggest name and its production team inside a single partnership.
4 Stars and 2 Talent-Owned Studios
The film extends SharkNinja's Neighbors series, which launched in 2025 with Beckham and Hart playing next-door neighbors.
This time, Beckham leaves Hart in charge of his house. Hart proceeds to wear Beckham's robe and make snacks with the Ninja Crispi Pro.
Brady pays a visit and tries the Shark CryoGlow LED mask, while Sabalenka pours a frozen drink from the Ninja SLUSHi.
The campaign first released short videos showing the guests enjoying Beckham's appliances while denying they visited his house.
Authentic Brands Group describes Authentic Studios as a full-service production operation covering film, television, audio, and commercial content.
Its portfolio includes Beckham's Studio 99 and Shaquille O'Neal's Jersey Legends.
SharkNinja made the 2025 "Neighbors" series with Hart's entertainment and media firm Hartbeat.
Studio 99 makes it two ambassador-owned companies on the franchise, and each one produced the chapter that its own founder headlines.
In the story, Beckham's house doubles as a showroom, with each guest reaching for a different Shark or Ninja product.
"Every group of friends has that one home where everyone ends up," SharkNinja Chief Brand and Experience Officer Michelle Crossan-Matos said.
Crossan-Matos' comment in the press release connects the house-party concept to the brand's community strategy.
Its consumer advocacy strategy adds another distribution layer.
SharkNinja launched two creator programs in October 2026:
- First Fans gives employees training, resources, and rewards for sharing company and product content.
- SharkNinja Storytellers invites consumers to share product experiences and earn commissions.
Everyday creators receive 8% to 10%, while invite-only VIPs can earn 12% to 15%.
SharkNinja also runs Storytellers through the brand advocacy platform Duel.
Commissions pay out monthly once each order's return period closes, so creators earn only on sales that stick.
The holiday campaign presents Shark and Ninja products as fixtures in the homes where people gather.
Paying fans commission on the products that the stars use on screen connects influencer partnerships directly to sales.
$633M in Ad Spend and 19B Social Impressions
SharkNinja's advertising expenses reached $632.9 million in 2025, according to its annual SEC filing.
This budget gives the company substantial spending power across traditional advertising, digital content, and creator partnerships.
SharkNinja reported more than 19 billion impressions across 200,000-plus brand and creator posts in 2026.
More than 500,000 pieces of user-generated content also mention its brands, according to the company's holiday campaign announcement.
These figures point to three considerations for brands splitting video production and creative work between internal teams and outside partners.
Keep the Script In-House
Companies should develop permanent creative capabilities to maintain consistent messaging across products and campaigns.
Creative Labs wrote SharkNinja's first-ever holiday push in 2024, putting products from three categories in one spot.
Hire the Studio That Comes With the Star
Marketing leaders should assess external partners' capabilities to access talent and production resources without expanding internal headcount.
Beckham's DRJB Holdings earns from his SharkNinja deal and also controls Studio 99, so the brand can clear his image rights and book the shoot more easily.
Pay Fans for the Sales They Drive
Brands should reward credible product recommendations to encourage participation and generate measurable referral sales.
SharkNinja CEO Mark Barrocas said that customers generated 98% of the Ninja CREAMi's 1 billion social impressions in a single year.
SharkNinja's hybrid model gives in-house creative, specialist studios, and paid fans each a distinct job in one brand strategy.
Our Take: Who Should Own a Brand's Creative Work?
SharkNinja treats its celebrity ambassadors as production vendors as well as on-screen talent.
We'd keep writing in-house and give the shoot to the star's studio, as long as the contract leaves final approval with the brand.
Beckham's dual role as campaign ambassador and Studio 99 co-founder makes transparency around responsibilities and approvals essential.
Brands should establish ownership of creative concepts, production deliverables, usage rights, and approval processes before signing talent-owned studios.
Agencies chasing celebrity-led accounts now bid against the talent's own studio, so their reel needs a craft edge that clients will pay a premium for.
Fourteen straight quarters of double-digit growth give Nolan's team plenty of cover to keep writing at home and handing the camera to the stars.
In contrast, Etsy took the outside-agency route this season, working with Orchard on a holiday film that spotlights real artisans in their workshops.
Brands weighing similar decisions can compare video production companies with internal capabilities to identify the right partners.
