Beats By Dre And Ambush Powerbeats Feature Burna Boy In New project
byNovember 25, 2020
Beats by Dr Dre and AMBUSH have announced a special-edition Powerbeats designed to take you from day to night with its glow-in-the-dark capabilities, high-performance sound, sweat- and water-resistance and co-branded, ripstop pouch.
The release marks the first official collaboration by Beats and AMBUSH, as well as the first glow-in-the-dark product ever by Beats.
Yoon Ahn, the co-founder and creative director for Tokyo-based label AMBUSH, is well known for her non-traditional, unisex designs that elevate every-day objects and merge unexpected elements of streetwear, jewellery, luxury fashion and the local subcultures of her city.
With this partnership, Yoon was inspired by the creative spark that can come from your nocturnal side, especially when living in a city like Tokyo, which comes to life at night with a particular energy.
“I live in the middle of Shibuya, and I am always inspired by how the city glows at night time. I thought it would be cool to design a product that could capture that same city energy when you’re outside late at night listening to music. This collaboration was designed for everyone confident, having fun, being creative and trying new things, those kids always seem to glow the brightest.”
To accompany the collaboration, Beats and Yoon tapped Burna Boy, who is a Nigerian artist celebrated for his genre-blending Afro-fusion music, to star in the campaign.
While the spot’s visuals play on the transcendence of night, Burna Boy discusses how music is unifying on a global scale, his positivity about the future and his hope for the future generation of Africans to know themselves and be proud of who they are.
The spot also features Burna Boy’s song “Way Too Big” from his recently released album Twice as Tall.