The Signature Sound

THE PROBLEM
Bose faced an aging core demographic resistant to new innovations. To drive growth, they needed to reach younger, active consumers and shift brand perception beyond audiophiles.

THE PIVOT
We developed an athlete-driven, lifestyle social content series featuring a cross-sport roster: The Signature Sound.  From USMNT star Christian Pulisic to NFL phenoms Justin Jefferson and Ja’Marr Chase, to NBA All-Stars Anthony Edwards and Tyler Herro, the Signature Sound series brought fans closer to their favorite athletes through music.

>> Each player was paired with a bespoke roster of music producers (Supa Dups, bdifferent, Kaycyy, and Quinn XCII) to create a track built from the real sounds of their world—shoes squeaking, stadium noise, breathing between reps—and remixed into original theme songs that captured their energy both on and off the field.

THE PROOF
The Signature Sound performed 42% above all social engagement benchmarks, with over 5.2MM organic social video views, introducing the brand to a new demo through two of their passions: sports & music while authentically proving the brand’s superior product performance over the leading wearables brand in the sports category.