Beats is a headphone brand historically steeped in sporting culture, a unique marketing approach for the category, but one that allows it to stand apart from its peers.

 

A cast of global sporting heroes acting as brand ambassadors — from Wimbledon champion Serena Williams to American basketball’s Kevin Garnett — have enabled the brand’s ‘Be Heard’ banner to resonate with sports and music lovers across the world.

 

In order to take the UK market by storm, Beats needed to reinforce its products’ synonymity with British sporting achievement. Opportunity came calling when Beats ambassador, North London boy and rising boxing star Anthony Joshua was to take to the ring and fight former champion Wladimir Klitschko in April 2017.

 

Beats amalgamated brand, agencies and media owners to create a highly compelling, unprecedented live activation around the most highly anticipated fight of the year. Joshua won in the ring and helped Beats triumph outside it.