Nothing has been shaped and led by a combination of technology executives, designers and investors. The company is particularly associated with former OnePlus personnel and collaborated closely with Teenage Engineering on early products.

Co-founder & Chief Executive Officer

Carl Pei is the primary face and visionary behind Nothing. Before founding the company in 2020, Pei co-founded OnePlus, where he was instrumental in the brand's global marketing and community-led growth strategies, including creating the Community Board Observer role. At Nothing, he oversees the overall product direction and brand philosophy, often engaging directly with the community through YouTube and social media, as well as attending product launches and various community events and drop events.

Prior to Nothing, he interned at Nokia in 2010 for three months, and oversaw the design and marketing at OnePlus until leaving the company in October 2020.^[1]

Co-founder & India President Akis Evangelidis is a co-founder of Nothing and previously worked with Carl at OnePlus. Akis oversees operations, market strategy and expansion initiatives, particularly within India, where he became Nothing's President in February 2025.^[2] He makes frequent appearances at community events and launch campaigns, including at the grand opening of Nothing Store Bengaluru.^[3,2]

David Sanmartín García is a co-founder and General Manager of the e-commerce division at Nothing. He leads the strategy, operations, and growth of online sales channels across Europe and beyond. He was formerly the E-Commerce Director for OnePlus Europe.^[4]

Steven Gao is a co-founder of Nothing with previous experience as Head of E-Commerce & Global Sales operations at OnePlus and as a co-founder of Fastlane.^[5]

Levi Li is a co-founder and Head of Nothing India. He has previous experience as a Director of Digital Marketing at OPPO and as the Chief Product Officer and Director of realme Europe.^[6]

Teenage Engineering were announced at Founding Partners or Nothing in February 2021. Tom Howard, Vice Head of Design at Teenage Engineering, was appointed as Head of Design at Nothing, working closely with Jesper Kouthoofd, founder and CEO of Teenage Engineering, who advises on Nothing's design vision.^[7] Tom has helped design many of Nothing's products, including their first devices, Ear (1) and Phone (1).^[8,9]

Tom Hulme is a Managing Partner of Google Ventures (GV), who led Nothing's Series A funding round in February 2021. Tom subsequently joined the board as an observer. ^[10]

Tony Zappalà is a Partner at Highland Europe, who led Nothing's Series B1 funding round and he joined the board in July 2023.^[11]

In June 2024, Nothing announced Toni Petersson as a new board member and investor. Toni was previously the CEO of Oatly for over a decade, and turned it from a science project to a worldwide phenomenon.^[12,13]

One of Nothing's key initiatives is working closely with and understanding its community. The Community Board Observer is a role that was created by Carl in 2022, and is an annually elected community member who sits on Nothing's board to advise on community sentiment and feedback, and relays responses to issues back to the community. The CBO works closely with the Community Team to collect and report on feedback, as well as producing their own content, such as the “CBO Interviews” series.

Adam Bates is Nothing's Design Director and was in charge of building their London design hub when he joined in January 2022. Prior to Nothing, he spent over 14 years leading the product design and user experience team at Dyson.^[14]

Charlie Smith is Chief Brand Officer at Nothing, joining in January 2026 after a sever year position as Loewe's Chief Marketing & Communications Officer. He oversees brand, image, marketing, communications and design of Nothing's retail stores.^[15]

Sélim Benayat joined Nothing in June 2025 as Product Lead for AI & Services and works across product, design, engineering, and marketing. In particular, he is responsible for Essential and heading up Essential Space and Essential Apps & Playground.^[16] He is working on AI-native software experiences and helping define what the next generation of consumer technology can feel like. He has previous experience as a co-founder and CEO of Bento.me, which was acquired by Linktree.^[17]

Ryan Latham is Nothing's Global Brand & Creative Director and previously worked in marketing at Dyson.^[18]

Mladen M Hoyss was Nothing's Software Creative Director after co-founding and performing the role of Product Designer at Blloc, startup that developed minimalist smartphones and user interfaces. Mladen brought a number of Blloc product developers to Nothing.^[19] He worked for Nothing from May 2022 until April 2025, when he left to become a Human Interface Designer at Apple.^[20]

During its £5 million Seed Round, the company attracted several legendary consumer tech and media figures:

• Tony Fadell: Former Apple executive and inventor of the iPod.
• Steve Huffman: Co-founder and CEO of Reddit.
• Kevin Lin: Co-founder of Twitch.
• Casey Neistat: Prominent YouTuber and filmmaker, who appeared in the Phone (1) launch video with Carl.

Nothing has a number of global and local Brand Ambassadors and partnerships.

Global Brand Ambassador

In May 2026, British singer-songwriter Charlie XCX was named as Nothing's first Global Brand Ambassador. Beyond purely product endorsement, she also joined the company as a shareholder.^[21] Her first major campaign involved a photoshoot with Phone (4a) Pro and a 5-day endurance test of the Nothing Headphone (a) to highlight its 135 hour battery life.^[22]

Thailand Brand Ambassador In April 2026, Nothing announced Milli, a Thai rapper and singer with a powerful Gen Z following, as their Brand Ambassador for Thailand. She was introduced through a proposal event at YUPP! Entertainment and went on to appear alongside Phone (4a) series and Headphone (a) global marketing.^[23] She featured in a number of short clips and photos wearing and using the products.^[24,25]

India Brand Ambassador

Ranveer Signh is an Indian actor best known for starring in Hindi films. In February 2024, Ranveer became Nothing India's Brand Ambassador and has been seen in a number of marketing campaigns since, including Phone (2a) series and Phone (3a) series.^[26,18]

CMF by Nothing Brand Ambassador

In July 2024, Rashmika Mandanna was announced as the Brand Ambassador for CMF by Nothing and appeared in the “Wonderful by Design” marketing campaign for CMF Phone 1, CMF Watch Pro 2 and CMF Buds Pro 2. ^[27,28] She has since featured in promotional material for CMF Phone 2 Pro.^[29]

The Royal Challengers Bengaluru, also known as RCB, are a professional cricket team based in Bengaluru, India. In March 2025, Nothing became an Associate Sponsor for the 2025 Indian Premier League season, with their logo prominently featured on the lead trousers of RCB's playing kit.^[30] In 2026, Nothing took the partnership a step further and became the Title Sponsor for the 2026 season, with their logo on the front of the teams' jersey. There was an overwhelmingly positive reaction to this news from the community.^[31]

Nothing has had a number of smaller partnerships with influencers and celebrities to help market their products over the years. For launch of the Phone (4a) series, Nothing Japan recruited Avantgardey, a popular Japanese dance group who've performed on shows such as America's Got Talent. They made an appearance at the Phone (4a) Series and Headphone (a) launch event in Japan, and also in a short marketing video in May 2026 on Nothing's global Instagram page.^[32,33,34]