Grammy-nominated rapper Quavo has teamed up with Adidas to debut its wireless headphones collection in a new spot created by M&C Saatchi Sport, Zound Industries and Entertainment North America.
Best known for fronting the hip-hop group Migos, Quavo is also renowned for his skills on the basketball court, which audiences can see in the 60-second ad.
‘Turn Up the Movement’ showcases the new Adidas noise-canceling sport earbuds built to get you in the zone. Throughout the spot, viewers get a peek at Quavo’s busy lifestyle – following him from the studio to a photoshoot and eventually the basketball court.
“As a lifelong sports and music fan, linking up with Adidas Headphones for their new true wireless collection offers the best of both worlds,” said Quavo.
“I was excited to be one of the first people to try them out and love the sound, fit and style. I think it’s so important to have the right music and right earbuds to perform your best. I love that Adidas Headphones merges sport and music in its DNA.”
This campaign from the sportswear brand aims to empower creators’ performances, both physically and mentally, and offer escapism, positivity and an opportunity for self-betterment.
“True wireless is an exciting progression for the brand, as we’ve always prioritized technology, function and fit to offer athletes of every level the ultimate audio experience,” added Petra Steenhouwer, global brand director at Adidas Headphones.
“Our headphones are known for fusing Adidas’s iconic style with the industry-leading audio innovation to ensure users can turn up at any time, just like Quavo effortlessly does in the film.”
Hip-hop has made its mark on popular culture and marketing. In recent years rapper-brand collaborations such as McDonald’s Travis Scott meal, Just Eat’s jingle with Snoop Dogg and Reebok’s Cardi B collabs have been lucrative for both the corporation and the star. The Drum recently explored the winners and losers laying down the beats.