{"id":2196833,"date":"2025-12-12T20:13:10","date_gmt":"2025-12-12T20:13:10","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2196833"},"modified":"2025-12-12T20:13:10","modified_gmt":"2025-12-12T20:13:10","slug":"ishowspeed-beats-ad-with-kung-fu-lessons-for-powerbeats","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/ishowspeed-beats-ad-with-kung-fu-lessons-for-powerbeats\/","title":{"rendered":"IShowSpeed Beats Ad with Kung Fu Lessons for Powerbeats"},"content":{"rendered":"

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\n\tBeats<\/a>, the Apple<\/a> headphone, is turning to one of the most popular creators in the world as it plots a new approach in its marketing efforts.<\/p>\n

\n\tWhile Beats traces its origins to the music industry (it was founded by Dr. Dre and Jimmy Iovine, after all), in recent years it has leaned into sports (just look at its launch for Powerbeats Pro 2<\/a> earlier this year, with LeBron James, Lionel Messi and Shohei Ohtani).<\/p>\n

\n\tFor its latest effort, however, it is pushing into new territory: The creator economy<\/a>. Beats is working with the popular streamer and YouTuber IShowSpeed (real name Darren Jason Watkins Jr.) for a campaign, launching with a cinematic campaign during one of his livestreams.<\/p>\n

\n\tBeats CMO Chris Thorne tells The Hollywood Reporter<\/em> that working with Speed is a logical move for the audio brand.<\/p>\n

\n\t\u201cWe\u2019ve obviously worked a ton with athletes, a ton with musicians, but we really hadn\u2019t done anything big with the streamers, the creator economy, and we wanted to get into that space, given their popularity, especially with a youth market,\u201d Thorne says. \u201cBeats has always been an amazing brand for the youth generation. And now, the company\u2019s nearly 20 years old, and we\u2019ve been through multiple youth generations, and I think to really connect well with the current one, we need a bigger presence in in that area.<\/p>\n

\n\t\u201cAs we looked around, IShowSpeed just seemed like the perfect fit for Beats,\u201d he added. \u201cHe\u2019s just kind of this amazing blend, he\u2019s an unbelievable athlete, he\u2019s getting into music. He just feels like someone who should be in the Beats family, the defiance that he operates with, how he does things his own way, the entertainment value he provides to his audience.\u201d<\/p>\n

\n\t\u201cTo be\u00a0the first streamer to\u00a0join the\u00a0Beats\u00a0roster\u00a0means a lot because it shows how far we\u2019ve\u00a0come,\u201d IShowSpeed said.\u00a0\u201cBeing alongside\u00a0global icons like LeBron, Angel\u00a0Reese\u00a0and Shohei just\u00a0proves that there\u2019s no doubt that creators now stand shoulder-to-shoulder with the athletes\u00a0who are actively shaping culture. I\u2019m excited to work together and keep building on what we started with this film.\u201d<\/p>\n

\n\tThe debut film, which Speed debuted Friday, is inspired by a recent trip he took to China, where he took kung fu lessons.<\/p>\n

\n\tWatch:<\/p>\n

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