Beats broke into sports by owning everything that goes on before the game. The game before the game. But they'd never found their place out on the field.
Beats is a music company. Founded by musicians. Created for music to be heard the way musicians wanted it to be heard.
This love of music is the heart of the company, and this music also connects fans and athletes out on the pitch. So once the athletes take the headphones off and step into the game, the fans become the headphones, the pulse of the match.
In the spot, the fans and athletes are unified by a simple motion — the chest beat.