Beats unveiled Powerbeats Fit, an evolution of its popular Beats Fit Pro earbuds and the new addition to the bestselling Powerbeats family. To complement the launch of this fitness-forward product, Beats has enlisted three of its dynamic professional football ambassadors, Saquon Barkley, Justin Jefferson and Jayden Daniels, for a global campaign highlighting its signature features.
In a three-minute spot titled ‘They Stay in Your Ears,’ Saquon and Justin go head-to-head in a rigorous audition process for the starring role in a Powerbeats Fit commercial. Throughout the comedic ad, the powerhouse athletes rehearse their one-line script while showcasing their elite skills on the field and the earbuds’ inability to fall out. The product’s revolutionary wingtip design and Active Noise Cancellation allow the players to lock in for their big acting debut—which is ultimately intercepted by Daniels.
Powerbeats Fit is designed to bring the stability of Powerbeats Pro 2 but with a flexible wingtip form factor, compact charging case, and an IPX4 rating for the sweatiest of workouts. It is available to order starting today in four stylish colors—Jet Black, Gravel Gray, Spark Orange, and Power Pink—for $199.99 (US) at apple.com.
“Beats is known for showing up in culture differently,” said Beats CMO Chris Thorne. “We love highlighting our amazing products while showcasing athletes in unexpected scenarios. Putting our best products on the world’s best athletes has always been a winning formula for Beats.”
MIRIMAR co-founder and CCO John McKelvey, “We hold our work for Beats to the highest standard, and this was an exceptional opportunity – The global launch of a new product in the Powerbeats Fit at the start of the NFL season. The Beats team worked with us closely to develop an entertaining product demonstration of star athletes competing to be the hero of that demo. Uniting comedy, entertainment and craft with SNL and NFL superstars to make a piece with cultural impact and genuine earned media potential, all while keeping Powerbeats the true star of the show.”