Beats by Dre puts Chinese boxer in spotlight

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Beats by Dre "Nothing Stops Zou" by R/GA.
Beats by Dre "Nothing Stops Zou" by R/GA.

Zou ShiMing takes the ring in a video spot for Apple's subscription music service

CHINA — In a first for the brand, Apple-owned Beats by Dre has put a Chinese athlete, boxer Zou ShiMing, into an ad.

The online video featured on Alibaba Group’s beats.tmall.com, a Chinese-language retail site. Zou, the current WBO International Flyweight champion, also appears in a global version alongside other prominent athletes.

Like the global version, the Chinese spot was created by R/GA, Beats by Dre’s agency of record.

Apple bought the maker of headphones and music apps for $3 billion in May. The Financial Times reports that Apple may bundle Beats’ subscription-music service into iOS as early as March 2015.

Campaign credits

Client: Beats by Dre
Agency: R/GA
Track: Jay Rock "Pay For It" feat. Kendrick Lamar & Chantal
Produced by Sounwave
Mixed by Ali
Top Dawg Entertainment

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