Dre and Jimmy Iovine hated that an entire generation wasn't hearing music the way the artist intended. Beats wanted to restore emotion to sound for a European audience.
Music was an obvious, cluttered play. Athletes were an untapped community that needed headphones for focus and muscle memory.
We created desire among the elite by creating cultural gifting 'moments' for them to receive products. London 2012 became a pinncacle by tapping into patriotism and asking athletes and consumers to #showyourcolour.
Beats became a movement, and the most talked about brand despite no official sponsorships. Without ATL in Europe for many years, we achieved 54% of the headphone market.