To launch the new Powerbeats Pro, we wanted to tell an emotional narrative while never losing focus on the product. We zeroed in on the influence music has on athletes when it comes to inspiring their fullest potential, and how distractions are the enemy when it comes to peak athletic performance. With a secure fit, no distracting wires and up to nine hours of listening time, Powerbeats Pro is the partner athletes need to thrive. The concept of ‘Unleashed’ became the creative touchstone for an entire global campaign featuring seventeen world-class athletes. Our agency worked closely with the Beats internal teams to craft an integrated story, along with their sister agencies for communications strategy and media planning. The anthemic spot made its debut on athletes’ social media and spread quickly from there. It also appeared on TV, digital takeovers, streaming platforms, out of home, dynamic retail displays and e-commerce messaging.