Samsung found another ingenious way to promote the Galaxy Z Fold 8 while throwing shade at its biggest rival, Apple. The Zurich All-Star Game 2026 kicked off last Friday, when Samsung surprised spectators with a bizarre spectacle featuring apples chasing the Galaxy Z Fold 8 around the football pitch.

The event featured professional snowboarder Nicolas Huber, who wore a Galaxy Z Fold 8 costume, and “security” guards dressed as apples. The “Galaxy Z Fold 8” stormed the field during a first-half substitution, with the apples in hot pursuit to catch “the villain.”

I think you know where this is going. Even though Apple as a brand was never mentioned, everyone in the crowd knew the message Samsung was trying to convey: The Galaxy Z Fold 8 is running laps around the iPhone Duo, and right now, Apple can't do anything to catch up.

Funnily enough, Nicolas Huber, who wore the Galaxy Z Fold 8 costume, also held a selfie stick with a Galaxy Z Fold 8 attached and recorded the chase from that perspective. Samsung shared a clip on its Newsroom portal.

The Zurich All-Star Game is an exhibition football match featuring retired football legends. This year, Ronaldinho & Friends faced Del Piero & Friends at Letzigrund Stadium. The event sold out. There were 24,000 fans in the crowd, all of whom witnessed Samsung's Galaxy Z Fold 8 vs. Apple stunt.

Samsung was the event's presenting partner. The company brought Micro RGB TVs and the latest foldable phone to the event.

Both Ronaldinho and Alessandro Del Piero received free Galaxy Z Fold 8s as part of the event's Fan Experience. The phones were wrapped in unique packaging designed especially for the football legends.