JBL was releasing a new, improved earbud. An innovation in the audio category, the Endurance Peak 3 headphones, which were already waterproof and dustproof, but this iteration added SNOWPROOF.

To launch this new product, we needed the most epic stage to demonstrate and launch these design features into the world, gaining awareness of the product and getting people involved in the conversation.

The debut of Endurance Peak 3 could not just be another standard product unveiling, it needed something special. During one of the biggest sports moments of the year, NBA All-Star Weekend, we went to Utah where the game was being hosted to turn the cultural conversation on its head. It’s why we went to the highest peak at Park City, where we staged an epic event: Shred the Runway.

Only JBL, a brand who cares about subcultures and making voices heard, could hit the intersection of cultures, sports, fashion, technology like this.

Our goal was to reach a new community in an authentic, meaningful way to shift the brand perception to be more subculture driven versus top-down, like other audio brands. We were able to bring together over 11 riders from the snowboarding world that represent a new, more diverse authenticity in the sport. We achieved the goal by getting additional content and social tagging from the riders, going above and beyond their contracted agreement. This change in behavior for the brand reached 1.3MM new people from the snowboarding community, beginning our participation and acceptance into this sport. It was so successful, we even signed our first ever pro snowboarder because of the quality of the experience.

We took over the Park City Mountain Resort, Utah during the NBA All-Star and President's Day holiday weekend. This takeover activation was both IRL and URL: it included a branded, custom snowboard freestyle terrain park at the resort as well as the first-ever YouTube homepage livestream takeover.

The branded snowboard park was the length of three basketball courts, which had custom branding and larger-than-life earbud replicas placed throughout. This course was in the prime viewing area of the base lodge as well as from the main chair lifts. We had a set up of 4 broadcast cameras as well as run-and-gun videographers capturing content.

We had a branded base camp where people could demo product and speak to specialists. The base camp was housed in a custom event-branded shipping container pop up location which acted as a giant billboard.

Our goal was to reach a new community in an authentic, meaningful way to shift the brand perception to be more subculture driven versus top-down, like other audio brands. We were able to bring together over 11 riders from the snowboarding world that represent a new, more diverse authenticity in the sport. We achieved the goal by getting additional content and tagging from the riders, going above and beyond their contracted agreement. This change in behavior for the brand reached 1.3MM new people from the snowboarding community, beginning our participation and acceptance into this sport. It was so successful we even signed our first ever pro snowboarder because of the quality of the experience.

+173MM impressions

+97MM video plays

6.4MM unique users reached

150k clicks