Beats By Dre
ENGAGING WITH YOUTH CULTURE ACROSS GLOBAL LIGHTHOUSE CITIES
Beats needed an innovative approach when activating their sport assets to engage with youth culture across core EMEA markets. In response, we created an overarching always-on strategy that was focussed around a collective of influential tastemakers. We collaborate with these collectives to curate insight and develop creative across all of the brand’s contracted assets, which include clubs such as PSG, Chelsea and Bayern Munich and athletes such as Neymar, Anthony Joshua and Owen Farrell. On an ongoing basis, The Beats Collective enables the brand to connect with influential audiences by integrating music, fashion, lifestyle and culture into the heart of every campaign and activation.
Ahead of the Women’s World Cup in France, we’ve employed this approach to help Beats identify athletes ahead of the tournament. We have also been monitoring empowering female football collectives, such as Romance FC and Cacahuètes Sluts to help Beats work with the most relevant and culturally influential people in grassroots women’s football.
With a variety of campaigns running simultaneously we have produced a documentary in collaboration with Rio Ferdinand on the role of music in Moscow’s unforgiving street football scene, hit 3.1m views for our Anthony Joshua #AboveTheNoise activation and are now building 1-1 relationships with the 100 most influential, cultural tastemakers in Berlin, London & Paris.