UNDER ARMOUR x JBL TRAINING HEADPHONES
THE BRIEF Develop a platform for the launch of JBL’s UA training headphones that connects with serious fitness athletes
THE CHALLENGE With a growing trend in over ear headphones while training, we needed to convince athletes to consider our new line of headphones over major competitors Beats and Sony.
THE SOLUTION We helped JBL carve their own lane by owning the function and performance space rather than the emotional vanity space of their competitors. Through focus groups, we identified core functions that athletes considered a ‘must have’ when it comes to over ear training headphones. We found that fit and durability would be our top unique selling points. Unlike selling on aesthetics, we decided to double down on the moment of proof by shooting products in use case scenarios reinforced with functional benefits.
