Beats has brought onboard two of its biggest ambassadors, Lionel Messi and LeBron James, to headline the launch of its ‘Listen to Your Heart’ campaign.
The campaign seeks to highlight the “powerful connection between passion, performance, and heart” as both Messi and James feature in a promotional video to help promote the new Powerbeats Pro2 line.
“I’ve been a huge fan of the Powerbeats line since it first launched, and seeing it evolve into the new Powerbeats Pro 2 is incredible,” said James.
“Music has always been a key motivator in my training, and these earphones take an already iconic product to the next level.”
Alongside Messi and James is MLB superstar Shohei Ohtani, who became the latest athlete to become an ambassador for Beats in September 2024.
The new campaign by Beats, which launched today, seeks to tell the story of how these three athletes focus on their pursuit for excellence while tapping into their preferred musical tastes, with a focus on the heart symbolising determination and overcoming challenges.
“Even though we come from different sports, what connects us is our shared passion to perform at the highest level,” said Messi.
“This campaign reflects how true power comes from the heart – how we’ve all used that inner drive to fuel our journeys and push ourselves throughout our careers.”
Beats by Dre was sold to Apple in 2014 for $3bn but before the acquisition, the brand has become synonymous with sports and has made it a key part of its marketing strategy.
Throughout the 2008 and 2012 Summer Olympics, basketball players such as James and the rest of the Olympic basketball team wore Beats products pre-and-post games. Other superstar US athletes like Tom Brady and Serena Williams began wearing them too, significantly boosting its global brand visibility.
Beats’ latest launch, the Powerbeats Pro 2, looks to be even more focused for use by athletes. The new earbud comes with a heart rate monitoring feature, which is compatible with health and lifestyle apps such as Peloton, Nike Run Club, Runna and more.
In one of his first Beats promotional campaigns, Ohtani commented: “Getting to be a part of this campaign with LeBron James and Lionel Messi is really special. Tapping into your heart is important whether you’re an athlete on the biggest stage or just getting started and I’m excited to partner with Beats to help deliver that message.”
