On 1 September Beats by Dre debuted a campaign featuring its first ever college athlete ambassador – and its youngest ever endorser – Shedeur Sanders.
The son of NFL and MLB legend Deion Sanders fronts a campaign which continues the brand’s purpose-led advertising: marketing with a layer of activism.
As well as welcoming him to the Beats endorser stable, the ‘Legendary’ spot features Sanders, the aggressively scouted 19-year-old quarterback of Jackson State, and it focuses on the player’s decision to attend a historically black college.
“The choices I make? They matter,” Sanders says in the spot. “This one is for the culture. For my people.”
According to the campaign’s PR statement, Sanders represents ‘a new wave of trailblazing young athletes creating their own legacies’.
“Even when we’re marketing a product, there will be purpose behind it,” explained Beats CMO Chris Thorne.
“I remember getting my first pair of Beats, so this feels full circle,” said Sanders who joined his famous father, who himself spent 14 season in the NFL, who is currently the head coach at Jackson State. “I’m excited to be part of a brand that inspires and represents the culture in a positive way, and that’s exactly what I want to do with my career.”
The campaign was created by a Beats marketing team which included CMO Chris Thorne, Global Creative Director Diallo Marvel, Head of Production Michael Refuerzo and Senior Producer Eric Rasco.
It was helmed by Director Ahmon Lott of ShotsByLott, with Editors Ahmon Lott and Desmond Jones, while the music was by Thrillah- Mr.Bangbadaboom and colour was handled by Dimitri Zola of MPC.
Comment:
Beats, like many other brands which work with athlete ambassadors and sports stars, has been scouting the collegiate space itself ever since new NCAA rules allowed college athletes to sign endorsement deals and profit from the use of their names, images and likenesses.
According to Beats CMO Chris Thorne, the brand was looking for “talent that aligns with what Beats stands for” to add to its roster and he added that the resulting ads would continue in the activist vein established by campaigns such as the Cannes Lion-winning ‘You Love Me’, Naomi Osaka’s ‘Silence Is Violence‘ and ‘Live Your Truth’ featuring sprinter Sha’Carri Richardson.
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