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
