Beats by Dre

An anthem for everyone who’s been counted out.

Everyone knows Serena Williams. The victories, the records, the dominance. But there’s another side to her story that rarely makes the highlight reel. The doubt, the criticism, the setbacks, and the resilience it takes to keep going.

That’s where we focused.

Beats has always stood for more than product. It represents what you listen to when you’re putting in the work no one sees. The moments that demand focus, discipline, and belief. That insight aligned perfectly with Serena’s story. Not the trophies, but the preparation behind them.

We created Rise, set to Andra Day’s “Rise Up,” offering an intimate look at Serena preparing for her 22nd major title. Early mornings, quiet focus, and the weight of expectation. The work stayed close to the truth. It wasn’t loud or performative. It was personal, raw, and grounded in the mindset required to keep showing up when others count you out.

The campaign drove strong engagement across social and increased demand for Powerbeats2 Wireless. More importantly, it reinforced what Beats stands for. Strength, resilience, and the belief that you can keep rising.