Lewis Capaldi has signed on as the newest global brand ambassador for HEYDUDE, joining the casual footwear brand at a high point in his public comeback.
The deal follows his return to the stage at Glastonbury, the release of his new single Survive—which quickly topped charts—and an upcoming sellout tour that’s already reigniting fan fervor. As part of the campaign, HEYDUDE is planning a launch event in Capaldi’s hometown of Glasgow, with international expansion to follow through a series of pop-up activations across Europe.

Capaldi is already pushing the partnership on social, where he commands an audience of over 7.5 million followers on Instagram. His mix of unfiltered humor and vulnerability aligns well with HEYDUDE’s Gen Z–friendly, comfort-first positioning—and mirrors the strategy behind their previous signing of Euphoria star Sydney Sweeney.
The timing is also brand-synced: Capaldi’s profile has surged again with a trio of recent deals, including a high-impact mental health partnership with BetterHelp and a UK-centric campaign with Greggs—all in the same month.