In 2016 Urbanears launched their active line, with the Hella headphones, aimed at a comfortable soundtrack throughout a workout. The Hellas headphones featured an innovative touch interface, wireless Bluetooth connection to your phone and most importantly, washable parts.

Urbanears is an established headphone brand in it’s native Scandinavian market. It’s an emerging player on the international market. With the release of their Active range, Urbanears was looking to not only raise awareness in its emerging international markets (US, UK, DE and FR) but also change the mindset of its audience abroad and at home in releasing a product oriented towards sports for a consumer who cares about fashion.

The new active range is washable and we highlighted this by selling Limited edition headphones, already sweated in by a host of talented and well known individuals.

We enlisted the help of 7 of these individuals from our target markets (US, UK, DE, FR, Nordics), to sweat in a pair of active headphones and post about it online, as well as giving us their sweaty pair of headphones to sell on an online popup store. On the store we released one of the 7 pairs of headphones every 4 days between the 25th of May - 17th of June. Also featuring visuals and info the individual's’ work out, the story behind the sweat.

To give more meat to the PR story, we added an ultimate sweat test for the headphones, for 3 of the individuals to sweat out in their pair, in the blistering heat of the Mojave desert.