Beats By Dre launched a new campaign fronted by US sprinter Sha’Carri Richardson during Game Six of the NBA Finals which debuted a track from Kanye West’s yet-to-be-released new album and which promotes the brand’s Studio Buds.
The spot, which debuted on 21 July, features track star Richardson lining up in the sprinter’s blocks and training alone at night while listening to the new West track ‘No Child Left Behind’ ahead of West’s ‘Donda’ album drop. The camera showcases her muscular frame and pensive, focused expression as she prepares to blast off the blocks whilst immersed in the track and wearing a pair of red Beats Studio Buds.
The ad runs under the copy line: ‘Live Your Truth’.
West’s album ‘Donda’ was released 48 hours later on 23 July and was also promoted via a listening event on Apple Music’s livestream.
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Since its 21 July release, the spot has been viewed more than 2m times on the brand’s YouTube channel alone.
Demonstrating that, like other athletes before her, adversity and the drugs topics thrust Richardson further into the spotlight and, as well as Beats, other brands such as Nike continued to support the athlete.
Richardson is America’s fastest female sprinter in 2021 and was one of the favourites for the 100 metre Olympic title, but in July she was banned from competing at Tokyo 2020 after testing positive for marijuana; a suspension which generated plenty of debate and cultural conversation.
Beats’ decision to feature her in its first major marketing campaign since the ban – one which aired so soon after her suspension – is certainly both a show of endorser support and a sign of the brand’s position within that conversation.
Richardson’s speedy athletic performances and distinctive style (this season as seen her sport bright crimson hair, lash extensions and long fingernails on the track) have put her firmly in the sports and celebrity spotlight during the year.
Beats has, of course, a long track record of working with elite athletes and this latest ‘ Live Your Truth’ ad followed on from Beats’ ‘You Love Me’ Naomi Osaka spot and by the ‘Unleashed‘ campaign that starred Simone Biles, LeBron James, Serena Williams, Ramla Ali, Miho Nonaka, Shaun White, Jasmine Perry, Leticia Bufoni, among others.
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