We weren’t just launching a campaign—we were ushering in a new era for a 100-year brand. One where sound wasn’t just a product feature—it was a storytelling device. One where the athletes weren’t just endorsers—they were composers. The goal was to build something that would make both athletes and fans feel seen—and heard.

‍Build a campaign that makes Bose’s athlete relationships feel iconic, not transactional. Elevate the brand’s position in culture through premium creative, storytelling, and product seeding that bridges the athlete’s lifestyle with Bose’s sonic DNA.

• In sports marketing, the most memorable athlete partnerships are personal—not promotional.
• Today’s fans crave access and artistry—they want to feel the player’s rhythm, not just watch the highlight.
• The best campaigns create emotional resonance by turning everyday routines into cultural rituals.

To launch Bose’s new athlete roster with impact, we took a cue from the sneaker world. Just like signature shoes define an athlete’s style, we created Signature Sound—a new content platform that gave each Bose athlete their own sonic identity.

Each Signature Sound track was built from scratch using real-world audio samples from the athletes’ day-to-day lives: the bounce of a basketball, the flick of a light switch, the sound of a morning shower. We paired these audio textures with producers to turn each story into a custom theme song—transforming everyday noise into personal soundtracks.

The creative came to life in two ways:

1. Content – Short-form video narratives that captured the athlete’s world through a sonic lens.
2. Seeding – Premium product kits that reinforced the brand’s attention to craft and detail.

1. Signature Sound Content Series

We launched custom Signature Sound tracks for five of Bose’s top athletes:

• Christian Pulisic (USMNT)
• Justin Jefferson (NFL)
• Ja’Marr Chase (NFL)
• Tyler Herro (NBA)
• Anthony Edwards (NBA)

Each track was inspired by the real sounds of the athlete’s life and transformed into a musical identity by rising producers. These assets were distributed via Bose’s channels and athlete socials to amplify cultural relevance.

2. Premium Product Seeding Kit

To introduce the athlets to Team Bose, we designed a high-end unboxing experience inspired by the locker room. The kit included:

• A custom acrylic case with magnetic closure
• Monogrammed linings featuring the Bose and Herro logos
• 3D-printed player emblem and jersey
• Built-in hinges and netting for a functional locker aesthetic
• Custom foam insert housing the latest Bose tech