Beats by Dre

The Challenge – Simone Biles is a once-in-a-lifetime talent, with many assuming her success came effortlessly due to her supernatural athletic ability. However, there was an opportunity to highlight the relentless hard work, dedication, and mental resilience that have driven her to become the most decorated gymnast in American history.

The Insight – The goal was to shift the narrative around Simone Biles from one of innate talent to one that highlighted the unyielding commitment and perseverance behind her achievements. Our strategic approach focused on presenting a more humanized and relatable story, inspiring audiences by showcasing the effort and grit that true greatness demands. This message aligned seamlessly with Beats by Dre’s ethos of celebrating hard work and resilience.

The Insight – The goal was to shift the narrative around Simone Biles from one of innate talent to one that emphasized the unyielding commitment and perseverance behind her achievements, driven by the powerful song “River” by Bishop Briggs. Our strategic approach focused on presenting a more humanized and relatable story, inspiring audiences by showcasing the effort and grit that true greatness demands. This message aligned seamlessly with Beats by Dre’s ethos of celebrating hard work and resilience.

The Impact – The campaign garnered over 8 million views in its first week, sparking widespread discussions about the determination required to achieve greatness. It resonated deeply with audiences, inspiring countless individuals to appreciate the sacrifices and discipline behind Simone’s accomplishments. Greatness Never Stops elevated Simone’s status as an icon of hard work and resilience and reinforced Beats by Dre’s position as a brand that champions those who strive for excellence through dedication and perseverance.