Beats by Dr. Dre unveiled a new Beats Elite campaign featuring nine college football players representing their schools with school-licensed headphones. The roster includes Ryan Williams, Caleb Downs, Bryce Underwood, Nate Frazier, Colin Simmons, Dante Moore, DJ Lagway, John Mateer, and LaNorris Sellers. The campaign emphasized athlete personalization, with varied wardrobe and art direction across the shoots, from tailored suits to crochet knits and all-red seamless looks. Beats promoted the class via @LeagueFits fit photos. Beats CMO Chris Thorne emphasized building genuine relationships and selecting athletes for character and storytelling potential beyond on-field statistics.
The latest class of college stars includes Alabama's Ryan Williams, Ohio State's Caleb Downs, Michigan's Bryce Underwood, Georgia's Nate Frazier, Texas' Colin Simmons, Oregon's Dante Moore, Florida's DJ Lagway, Oklahoma's John Mateer and South Carolina's LaNorris Sellers. Always open to make waves, Beats announced the new class via @LeagueFits with a series of fit pics that featured each athlete rocking school-licensed product.
Beyond the unique school-themed headphones, there was plenty of variety among the nine players in their looks and art direction. "One of the most exciting parts of this campaign was watching how each athlete personalized their looks," Beats CMO Chris Thorne said. "Giving them the space to fully express themselves allowed them to show up as their best, inside and out."
That variety is easy to see. In the photoshoot, Williams is wearing a tailored suit jacket, Downs is seen rocking a crochet knit button-down that matches his headphones, Moore keeps it casual, posting up in a barbershop chair while Frazier went with an all-red seamless that gave a consistent background to his all-red look. "We prioritize building genuine relations with athletes ... Players get to play an active role in shaping their legacy while growing as professionals in the process," he added.
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