The Spanish soccer star joins INMOTION’s global brand campaign, spotlighting the RS JET electric scooter and P6 electric unicycle as the company scales its footprint in the fast-growing personal electric riding market.
London / Global — INMOTION, a global electric riding brand specializing in electric scooters and electric unicycles, has announced Spanish international striker Álvaro Morata as its new Global Brand Ambassador. The multi-year partnership marks a major step in the company’s strategy to bring high-performance electric riding to a wider global audience, and to bring high-performance electric riding beyond enthusiast communities and into a broader lifestyle conversation.
The campaign is built around a simple idea: movement should feel intuitive, powerful and alive — on the pitch, on the road, and everywhere in between.
“Movement is part of who I am,” Morata said. “On the pitch, I look for control, timing and flow. That is what I feel with INMOTION: a ride that feels intuitive, powerful and alive.”
Why INMOTION Chose A Global Soccer Star
Athlete partnerships are common in consumer tech, but INMOTION’s campaign is built around a direct connection between elite sport and electric riding.
For a forward like Morata, movement is not just about speed. It’s about reading space, adjusting balance, changing direction and reacting under pressure — the same physical vocabulary INMOTION uses to describe how its products are engineered to feel: responsive, controlled and natural.
That connection is especially relevant for electric unicycles, where rider control is closely tied to body movement. Riders lean forward to accelerate and lean back to brake, creating a more intuitive relationship between rider and machine than most electric vehicles offer.
By putting Morata at the center of the campaign, INMOTION is positioning its products not only as advanced electric vehicles, but as extensions of natural human movement — a message designed to resonate with urban riders, performance riders and new riders alike.
RS JET Scooter And P6 Unicycle: The Products At The Center Of The Campaign
The campaign spotlights two flagship INMOTION products:
- RS JET Electric Scooter — Representing INMOTION’s electric scooter lineup, the RS JET combines power, stability and practical usability for riders who want more from urban electric riding, from daily city commutes to more demanding urban routes.
- P6 Electric Unicycle — Anchoring INMOTION’s flagship electric unicycle category, the P6 runs on a 235V platform with hydraulic suspension and app-based ride customization, signaling the company’s focus on engineering, control and rider experience.
Together, the two products show how INMOTION is covering both sides of the electric riding market: practical electric scooters for mainstream users, and high-performance electric unicycles for riders who want a more immersive form of movement.
From Enthusiast Hardware To Lifestyle Mobility
Founded in 2012, INMOTION has built its brand entirely around electric riding. Its larger message is not only about transportation, but about making movement feel cleaner, more responsive and more enjoyable.
That positioning matters as personal electric vehicles continue moving from niche communities into mainstream consumer tech conversations. The global e-scooter and micromobility market has been forecast to grow into the tens of billions of dollars over the coming years, driven by:
- Rising demand for cleaner urban transport and more flexible personal electric vehicles
- Growing adoption across both developed and emerging markets
- Increasing consumer interest in lifestyle-oriented, tech-driven mobility products
For years, the category has been marketed primarily through specifications — motor power, battery capacity, suspension systems, range. Those details still matter for performance riders. But mainstream adoption depends on whether consumers can grasp the emotional and practical value of the product. INMOTION’s Morata campaign is designed to bridge that gap.
The company is using a globally recognized athlete to make electric mobility feel more intuitive, emotional and connected to everyday life:
- For urban riders — a cleaner, more flexible way to move through the city.
- For performance riders — control, responsiveness and capability.
- For new riders — electric scooters and unicycles as part of a broader lifestyle around movement.
“INMOTION has always believed electric riding should be intuitive, well-engineered and exciting,” said Mike Liu, spokesperson for INMOTION. “Álvaro embodies the same qualities we design for: focus, precision, confidence and the courage to keep moving forward. With this partnership, we want more people to experience life in motion.”
What This Means For The Electric Mobility Market
The Morata partnership reflects a broader trend in consumer technology: mobility brands are no longer speaking only to early adopters. They are increasingly targeting everyday users who understand convenience, freedom and lifestyle value, even if they don’t follow product specifications closely.
For INMOTION, the campaign lands at a strategic moment. Electric scooters, electric unicycles and other personal electric vehicles are competing for attention as electric riding moves from niche communities into broader consumer culture — a category where global players are racing to define what “premium” electric riding looks like, and where brand recognition is becoming as important as hardware performance.
By leading with a universally understood idea — that better movement should feel natural — INMOTION is positioning itself for the next phase of category growth: wider audience, global expansion, and long-term brand equity in the personal electric mobility space.
The campaign is expected to roll out globally across digital, retail and community channels in 2026.
As with any personal electric vehicle, riders should follow local laws, ride only where permitted and wear appropriate protective equipment.
About INMOTION
Founded in 2012, INMOTION is a global technology company specializing in electric scooters, electric unicycles and personal electric mobility solutions. The company’s mission is to make electric riding intuitive, well-engineered and enjoyable for riders around the world — from daily commuters to high-performance enthusiasts. INMOTION’s products are sold across Europe, North America, Asia-Pacific and other key markets globally.
In this article: INMOTION, Álvaro Morata, Electric Scooter, Electric Unicycle, Personal Mobility, Micromobility, Consumer Tech, Business, Innovation
