Beats by Dr. Dre
Beats is synonymous with cultural disruption and iconic collaborations with GOATs, but their traditional playbook wasn’t resonating with Gen Z. For this generation, fitness is being redefined—it’s no longer about chasing perfection or elite athleticism. It’s about movement as self-expression, inclusivity, and wellness on their own terms.
To connect, Beats needed to shift its narrative from performance-focused to personal, embracing imperfection and modernizing its approach.
When Beats tapped us as their culture partner, the ask was clear: help them stay relevant with Gen Z, starting with the limited-edition launch of Beats Fit Pro. With its electric colorways and winged design for all-day comfort, Beats Fit Pro had the product innovation, but we needed a brand strategy that felt undeniably fresh, authentic, and in step with how Gen Z defines fitness today.
We began with a deep dive into how Gen Z approaches fitness—seeing it as a way to connect with themselves and others, fueled by music, authenticity, and self-expression. Armed with these insights, we developed a strategy to amplify Beats’ cultural relevance while staying rooted in the product’s functionality.
The result: Lock In, Work Out, a platform that celebrated the connection between music and movement, spotlighting Beats Fit Pro as the perfect companion for every type of fitness journey.
Lock In, Work Out
The heart of the campaign was Chloe Bailey. As a multi-hyphenate talent: singer, actress, and Beyoncé protégé, Chloe embodied Gen Z’s ethos of self-expression and hustle. She wasn’t just a face for the campaign, she was its voice. Her announcement of a new album just before the campaign launch added cultural momentum, making her the perfect partner to bring Lock In, Work Out to life.
Chloe showcased Beats Fit Pro in action, blending the product’s innovative design with her electric energy. From playlists inspired by Chloe’s personal fitness routine to influencer partnerships amplifying her story, every piece of content brought authenticity and energy to the campaign.
In addition to Chloe, we seeded product to an intentional cast of non-traditional athletes who are just as unique as our new colorways.
We designed a social-first campaign featuring curated Apple Music playlists, strategic influencer partnerships, and dynamic content that met Gen Z where they are, on their For You pages, in their DMs, and in their communities.
