Beats by Dre
The Shop

  • Branded Content
  • Content Strategy
  • Influencer Curation/Casting
  • Social Activation

The Challenge

Beats by Dre came to Translation to drive awareness and make a big impact during the 2016-2017 NBA season – but without being an official sponsor, and with no NBA sponsorship money.

The Idea

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Translation hijacked NBA All-Star Weekend with an epic branded content series – “The Shop.” The series leveraged the power of culture and brought together a cast of All-Star sports and entertainment influencers – set in the old-school barbershop trope, but infused with a new-school flavor. Our very own Steve Stoute hosted and curated the experience.

The Work

We documented the spirited debate amongst our cast of superstars, and created a 5-part video series that dropped on Instagram and YouTube to eager fans. Topics were free-flowing – from favorite sneakers, to life and career highlights, to favorite pre-game hype tracks.

The group’s chemistry was electric, and the real magic in “The Shop” was how it unveiled inside stories and uncensored debates between some of today's greatest players and performers.

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  • What music gets LeBron turnt right before he hits the court?

  • Can you be considered one of the greats without ever winning a championship?

  • Is it the Air Force 1s or Foamposit Ones??

  • Remember that time LeBron went nuts over Future’s “March Madness” track?

  • Can Mike Tyson be considered a top 5 boxer with a run of only 4 years?

The Impact

We created tremendous value for Beats on a controlled budget, and our fans were begging for more. The content was so well received, and the conversation value so impressive, that “The Shop” was picked up by HBO to be an ongoing series.

+4 MM

YouTube Views

42.5 MM

People Reached

62.4 MM

Total Impressions

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Get in
touch
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