Apple-owned audio brand Beats is launching its new flagship product, the Powerbeats Pro 2, with a high-profile campaign featuring LeBron James, Lionel Messi, and Shohei Ohtani. The “Listen to Your Heart” campaign, narrated by hip-hop star RZA, showcases the earphones’ heart-rate monitor feature prominently.
According to Chris Thorne, Beats CMO, the company aimed to create an iconic campaign worthy of the product’s launch. By partnering with three sports superstars from different parts of the world – LeBron from Ohio, Messi from Argentina, and Ohtani from Japan – Beats achieved a unique feat in marketing.
Thorne notes that having talented athletes like James, Messi, and Ohtani was both an advantage and a challenge. The company’s goal was to ensure the product doesn’t get overshadowed by the superstars, while also leveraging their global appeal to reach a broader audience.
The campaign focuses on the idea of tapping into one’s inner drive to achieve greatness. RZA’s deep voiceover connects the dots between the athletes, highlighting the heart-rate monitor feature that allows users to measure their physical response during intense activities.
“I’ve been a huge fan of the Powerbeats line,” said James. “These earphones take it to the next level.”
Messi echoed this sentiment, stating that the campaign reflects the idea that true power comes from within. Ohtani added that tapping into one’s heart is essential for athletes and anyone looking to push themselves.
The success of this campaign showcases Beats’ ability to strike a balance between brand storytelling and product marketing. With its global appeal and innovative features, the Powerbeats Pro 2 is poised to make a lasting impact in the audio industry.
Source: https://www.hollywoodreporter.com/business/business-news/beats-lebron-james-lionel-messi-shohei-ohtani-powerbeats-pro-2-launch-campaign-1236132272