Love Brand 2025 | Achraf Hakimi among the favorite personalities of Moroccans

Saturday 14 March 2026 - 15:57

By: Sahili Aya

Every year, the Love Brand study highlights the brands and personalities that most shape public opinion in Morocco. Presented during the Les Impériales event, this analysis also distinguishes the public figures most appreciated by the audience. In the Personalities category, Achraf Hakimi ranks first in the 2025 ranking.

Love Brand 2025: a study based on solid indicators

Conducted by the research firm Impérium, the Love Brand survey relies on a structured methodology designed to measure the real preferences of Moroccan consumers.

The main indicators illustrate the scale of the initiative:

more than 3,200 people surveyed
a panel distributed across Casablanca, Rabat, Salé, Tangier, Fez and Marrakech
more than 1,700 brands analyzed
more than 700 personalities and creators cited

The study combines two complementary approaches: a spontaneous response phase followed by a sector-assisted phase. This dual reading makes it possible to distinguish instinctive awareness from guided recognition and to offer a refined view of public preferences.

Achraf Hakimi, a remarkable position in the Personalities category

Beyond brands, Love Brand also highlights personalities capable of leaving a lasting mark on public opinion. Achraf Hakimi’s presence in first place in the Personalities category illustrates the impact that major sports figures can have on the collective imagination.

Born on November 4, 1998, in Madrid, Achraf Hakimi is a Moroccan international footballer who plays as a right-back for Paris Saint-Germain and the Moroccan national team. Trained at Real Madrid, he is now considered one of the most effective defenders of his generation.

A career in Europe’s biggest clubs

After making his professional debut with Real Madrid in 2017, Achraf Hakimi joined Borussia Dortmund on loan between 2018 and 2020, where he emerged as one of the most promising attacking full-backs in European football.

In 2020, he signed with Inter Milan, with whom he won the Serie A title in 2021, contributing to the club’s return to the top of Italian football after several years of waiting.

The following year, he joined Paris Saint-Germain in a transfer estimated at nearly €68 million, becoming one of the most expensive defenders in football. With the Parisian club, he has won several Ligue 1 titles and took part in the conquest of the 2025 Champions League, scoring the first goal in the final against Inter Milan.

A major figure of the Atlas Lions

Achraf Hakimi made his debut with the Moroccan national team in 2016, at only 17 years old. He quickly became one of the key players of the Atlas Lions.

During the 2022 World Cup in Qatar, he played a central role in Morocco’s historic run to the semi-finals, a first for an African and Arab national team. His decisive penalty in the shootout against Spain remains one of the defining moments of the tournament.

Over the years, he has accumulated more than 90 caps for the national team and has established himself as one of the faces of Moroccan football internationally.

Distinctions and international recognition

Achraf Hakimi’s performances have earned him growing recognition on the international stage. In 2025, he won the African Ballon d’Or, becoming the first Moroccan to receive this distinction since Mustapha Hadji in 1998.

In the same year, he ranked sixth in the Ballon d’Or standings, achieving the best ranking ever obtained by a Moroccan player in this award.

Thanks to his sporting performances and international visibility, Achraf Hakimi has now established himself as one of the most visible ambassadors of Moroccan sport worldwide.

Trends revealed by Love Brand 2025

The results of the study highlight a gradual evolution in the expectations of the Moroccan public. Respondents attach increasing importance to personalities perceived as authentic, accessible, and consistent in their communication.

Thanks to its system based on spontaneous responses, Love Brand has become a strategic tool for deciphering the mechanisms of public attachment and observing the transformations of the media landscape in Morocco.

Achraf Hakimi’s presence at the top of the Personalities category confirms the influence that major sports figures can exert on the collective imagination.

Love Brand 2026: A new barometer in perspective

The next edition, scheduled for March 31, 2026, will constitute a new perception barometer for brands and public personalities. It will identify those that succeed in consolidating their position in public opinion.

For Achraf Hakimi, as for the other distinguished personalities, the challenge will be to confirm the momentum observed in 2025. More broadly, this future edition should reveal new figures likely to establish themselves in the national media ecosystem.

To follow the news of the next edition, visit the Les Impériales website.