Beats by Dre goes ‘Above the Noise’ with Olympic athletes in latest campaign
Beats by Dr. Dre has released the latest installment of its global ‘Above the Noise’ campaign featuring some of the world’s best winter athletes, just in time for the Olympics.
Shaun White stars in the new Beats campaign
Starring US stars Shaun White and Lindsey Vonn, as well as Jamie Anderson (US), Kevin Rolland (France), Ayumu Hirano (Japan) and Sui Wenjing and Han Cong (China), the signature spot highlights how these athletes must maintain a masterful focus and unwavering drive to represent their countries and perform at the highest echelons.
The short film combines shots of the many ways each athlete trains alongside footage of key moments in their careers: soul-crushing falls and horrifying injuries with insane jumps, career-making races and awe-inspiring tricks. On all of these moments is a shifting red and blue light, symbolically representing the chaos, fears and other “noise” they must mindfully evade to succeed, all to the thumping, propelling sounds of G-Eazy and Zoe Nash’s ‘The Beautiful & Damned.’
Another spot, by Hustle LA, features the women’s bobsled team from Nigeria training to overcome the odds of being a winter sports team from Africa to take on the rest of the world’s best.
"I don’t really get afraid, I kind of feel like fear is kind of a pointless emotion because if you’re afraid, you’re never going to accomplish the things you want to accomplish, you know,” said Vonn in a release. "I’m not afraid of really anything, not even failure, because I know if I try my best, that’s all I have to give. And that’s how I see it at big events when I’m racing, there’s no point in being afraid or being nervous because I’m not going to ski my best if I am that way anyways, so what’s the point?"
Anderson added: "Dealing with all the energy and expectations that come. It's a lot to manage and you have to be really calm and collected in yourself to perform good. In some environments it can be extremely difficult. I think what I love the most is dealing with those nerves and energy, it makes me feel totally alive, present and in the exact moment, which is so beautiful! No past no future just the now."
The athletes are featured wearing the special edition Beats Studio3 Wireless and Powerbeats3 Wireless in Winter Red.
‘Above the Noise’ is Beats by Dr. Dre’s latest global campaign telling the stories of the world’s groundbreaking and often controversial artists and athletes. Previous spots have starred Neymar Jr., Serena Williams, Conor McGregor, Kris Wu, Cara Delevingne, DJ Snake, NERD and Mette Towley.
