Samsung has officially confirmed its partnership with Spider-Man: Brand New Day, and it goes well beyond a phone showing up on screen.
The collaboration brings Ned Leeds’ in-movie “Spidey Tracker” into the real world as a fan-powered experience, powered by Samsung Galaxy, now live in 35 countries.
“Incorporating Galaxy technology into such a beloved Spider-Man storytelling world gives us a chance to showcase how even your friendly neighborhood hero relies only on Samsung Galaxy,” said Keena Grigsby, Chief Marketing Officer and VP of Mobile eXperience at Samsung Electronics America.
She added that the goal was to highlight how Galaxy devices keep people connected — “whether you’re taking photos with friends, keeping up with loved ones, or saving New York.”
The Spidey Tracker Is Pulled Straight From The Movie
As we reported when the Spidey Tracker first launched, the experience isn’t just a marketing gimmick, it’s lifted directly from Brand New Day itself.
In the film, Ned Leeds (played by Jacob Batalon) builds the tracker on a Samsung phone to follow Spider-Man’s whereabouts.
Sony and Samsung have now turned that in-movie creation into a real custom website, designed to “expand the narrative beyond the film” with live activations, content drops, hidden easter eggs, and fan-submitted sightings.
Sony framed it the same way. “Spider-Man has always been a hero defined by his connection to his community,” said Jeffrey Godsick, EVP of Global Partnerships at Sony Pictures. “Teaming up with Samsung helped bring that spirit to life both on screen and beyond… while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker.”
Sony also released a video of Ned introducing the tracker in character, billed as “a message from Founder & CEO, Ned Leeds” — a clever bit of in-universe marketing that blurs the line between the movie and the real-world experience:
Which Samsung Devices Appear In Brand New Day
The partnership also confirms the Samsung hardware featured in the film.
Per Samsung, moviegoers will see the Galaxy Z Flip “in the hands of Spider-Man,” while Ned Leeds uses the Galaxy Z Fold and Galaxy Watch to try to track down the elusive web-slinger, the foldable’s multitasking serving as his “guy in the chair” command center.
How And When To Use The Spidey Tracker
The Spidey Tracker is live now as a tease, with the full interactive experience opening to fans on Wednesday, June 17 at 3:00 PM ET at SpideyTracker.com, timed to the launch of the film’s second trailer.
Throughout the summer, fans can watch Spidey “pop up on the map, at live events and venues, popular creator videos, and maybe even a Samsung Experience Store.”
The timing is no accident. June 17 is shaping up to be a major day for the film: tickets go on sale, Sony holds its Global Fan Event in Amsterdam, and the new trailer is expected to debut.
For everything we know about the movie — cast, villains, plot leaks, and release details — check our Spider-Man: Brand New Day guide. Spider-Man: Brand New Day swings into theaters July 31, 2026.
