We were proud to be involved earlier this month in an exciting project that brought together two global giants, following the announcement of a new partnership between audio pioneers Beats by Dre and current Bundesliga champions Bayern Munich.
In the eight years since Jimmy Iovine and Dr. Dre came together to found a company that could offer a marketable alternative to Apple’s ubiquitous plastic headphones, Beats have appeared in the ears and around the necks of some of the world’s most influential figures in both music and sport.
An advertisement rolled out in the run-up to the 2014 World Cup in Brazil, soundtracked by Jamie N Commons and featuring stars such as Neymar, Cesc Fàbregas and Luis Suárez, signalled Beats’ first official move into the football market and highlighted the company’s sponsorship of certain key players, but the announcement of this partnership with Bayern Munich marks the first club sponsorship of its kind.
In late December, Nirvana were approached and tasked with constructing a bespoke presentation box to be used as part of the celebrations at the club’s Sabener Strasse training complex on the outskirts of Munich, during which one pair of headphones, in Bayern’s signature red and bearing the club’s famous crest, was to be presented to each member of the squad. All 30 pairs were to be housed in a giant rendering of the official Beats by Dre x Bayern Munich packaging that would provide some drama and theatre for the occasion, and later appear in the brand’s official promotional correspondence.
Using a painted and lacquered medium-density fibreboard that was colour-matched to Bayern’s home colours, gas stay struts for solidity and security during the grand opening by World Cup-winning goalscorer Mario Götze, and vinyl decal branding that brought the club’s motto “Mia San Mia’ to life, we created a finished product befitting of the occasion.
And, of course, we were there to capture the construction process, from conception and manufacture in England, to the final delivery and presentation in Germany. To find out more about how we brought the project to life, watch our craftsmanship video below, as well as Beats by Dre’s official account of the presentation.
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