Bose was faced with a bevy of new innovations and products, and but core demographic that were slow to convert. They needed a new audience, and a new story.
We crafted a series of authentic narratives featuring a cross-sport roster of athletes, each with sport and lifestyle product demos seamlessly integrated into each story to reposition the brand as the athlete’s choice, not just the audiophile’s. 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 track was 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. To tip off the campaign, we welcomed NBA 6th Man of the Year Tyler Herro to Team Bose with a premium seeding experience. Inspired by the locker room, the custom kit featured a sleek acrylic case with a magnetic open/close, custom foam moldings, 3D-printed player logos, jersey netting, and laser-etched Bose branding. Equal parts unboxing moment and collector’s piece, it set the tone for how Bose planned to show up: elevated, unexpected, and culturally sharp. Signature Sound didn’t just launch a campaign—it launched a new way for athletes to be heard.
15.3MM video views across Instagram and YouTube. Content outperformed social media engagement benchmarks +42%.
Bose
Strategic Storytelling
January 3, 2025
We crafted a series of authentic narratives featuring a cross-sport roster of athletes, each with sport and lifestyle product demos seamlessly integrated into each story to reposition the brand as the athlete’s choice, not just the audiophile’s.
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 track was 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. To tip off the campaign, we welcomed NBA 6th Man of the Year Tyler Herro to Team Bose with a premium seeding experience. Inspired by the locker room, the custom kit featured a sleek acrylic case with a magnetic open/close, custom foam moldings, 3D-printed player logos, jersey netting, and laser-etched Bose branding. Equal parts unboxing moment and collector’s piece, it set the tone for how Bose planned to show up: elevated, unexpected, and culturally sharp. Signature Sound didn’t just launch a campaign—it launched a new way for athletes to be heard.
Dedicated to the game.
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