Chime has partnered with football star Son Heung-min to launch a new campaign encouraging consumers to rethink their approach to banking.
Titled ‘It Pays to Switch’, the campaign draws a parallel between Son’s high-profile move from the English Premier League to Major League Soccer (MLS) and the financial decisions consumers make when choosing where and how they bank.
Launched on 6 October, the campaign builds on Chime’s multi-year partnership with MLS and uses Son’s move to the league as a creative platform for its central message: making a change can open the door to new possibilities.
Son moved to MLS in August 2025 for a record transfer fee, leaving one of football’s most established leagues for a competition that continues to grow in the US.
For Chime, the move provides a natural way to frame its proposition around consumers leaving traditional banking behind.
“His arrival brings new energy and shows how embracing change can create new possibilities,” said Vineet Mehra, Chief Growth and Marketing Officer at Chime. “That idea resonates deeply with Chime and with millions of people rethinking what they should expect from their financial lives.”
The campaign uses street football culture to bring the idea to life, with Son appearing alongside football freestylers portraying Chime members. A football moves through everyday scenarios including grocery shopping, eating out and saving for a major purchase.
Two-time FIFA Women’s World Cup winner Julie Ertz also makes a cameo appearance.
Son said the campaign connected his own career change with a feeling that consumers could relate to.
“We all have different goals and journeys, and sometimes moving forward starts with being open to change,” he said.