Beats put its new product to the test with three pro athletes vying to be its next ambassador. The only problem is, they all think they’ve got the job.
Powerbeats Fit, the new Beats earbuds, launched today with a comic campaign featuring NFL stars Saquon Barkley, Justin Jefferson, and Jayden Daniels.
Created by Mirimar, “They Stay in Your Ears” follows the trio as they compete against each other in a tough audition process for the latest Beats ad, arranged by a slimy agent who promises each they’re his “favorite” client.
Each athlete must recite a line while performing on the field, and simultaneously show the ability of both the Powerbeats Fit and the Powerbeats Pro 2 (released earlier this year) to remain comfortably in ears.
Barkley and Jefferson impress in training but stumble on the big payoff line (you’ll never guess what it is). Daniels, however, proves to be a natural.
An evolution of the fitness-forward Beats Fit Pro earbuds, the Powerbeats Fits’ main upgrade is a revolutionary, flexible wingtip design allowing them to stay in place, even in the middle of an intense workout or training session.
Adaptive EQ technology automatically adjusts sound frequency based on environment and preferences. So, if a coach is on the touchline yelling instructions, you can hear them. There’s also Active Noise Cancellation to block everything out and allow for full focus.
Sweat-and water-resistant, the earbuds can handle training in the rain, heat, or snow and come in four colors: Jet Black, Gravel Gray, Spark Orange, and Power Pink.
Beats has looked to position its earbud products as a crucial part of any athlete’s kit, as important as a pair of sneakers. “They Stay in Your Ears”, which will run globally, follows the “Listen to Your Heart” campaign to launch Powerbeats Pro 2 in February, featuring another trio of sports superstars: basketball’s LeBron James, soccer’s Lionel Messi, and baseball’s Shohei Ohtani.