ZTE, a publicly listed global provider of telecommunications equipment and network solutions, has made British rap star Professor Green its official ambassador for the second time. The company first partnered with the popular musician in 2011.

To kick off the renewed partnership, Professor Green featured in ZTE’s official ‘un-boxing’ video for the launch of the ZTE Grand X smartphone, which can be viewed on ZTE’s Facebook page. Consumers will soon see Professor Green imagery in retail stores and in marketing campaigns across London, promoting the ZTE Grand X. Professor Green will also be visiting the ZTE Grand Xperience stand in Westfield, Stratford City. The ZTE stand will be in place from 15 July to 11 September, showcasing the ZTE range of handset devices, especially the new Grand X handset.

ZTE is fast growing as a global handset brand, as it moves from being a major ‘white label’ manufacturer for other brands, to developing desirable ZTE branded devices for sale through major retail partners. As part of this continuing evolution, ZTE chose to partner with Professor Green again, in particular for the launch of the Grand X smartphone, which delivers a world of entertainment in a single device, with high end video and sound capabilities at a price that is well within the reach of music, video and gaming fans.

“ZTE is a great, innovative brand that is really shaking things up with their new mobile phones. With gigs and shows all the time in different countries, I am constantly on the move, so anything that enables people to watch videos, listen to music and play games on their phone gets my vote!” said Professor Green.

“ZTE mobile phones and Professor Green are appealing to a young market, so the partnership really makes sense for us. Professor Green is vibrant, hard-working, energetic and extremely talented, and these are qualities we also emulate as a brand,” said Wu Sa, director of mobile device operations, ZTE UK. “As a company, we are really looking at pushing the boundaries with our new products this year and making them accessible to our customers, and this aligns well with Professor Green’s personality. He is edgy, down to earth and likes to have fun and our products support those values.”