Beats by Dre - From Sneakers to Speakers

Beats by Dre was born out of the idea of creating high-quality headphones that also had a fashionable aesthetic. Dr. Dre and Jamie Iveen decided to shift from a sneaker deal to speakers, which led to the creation of Beats Electronics in 2006. The company gained popularity and success with their headphones, leveraging partnerships and a guerrilla marketing campaign during the Olympics. What sets Beats apart is their understanding of the power of earned media and the association with high-profile athletes. Additionally, Beats also launched a streaming service, Beats Music, recognizing the shift towards streaming in the music industry. Apple's acquisition of Beats in 2014 was not just for the headphones but also to gain a head start in the streaming space, saving them time in developing their own streaming service.