Signals & Stats : Daily Signals

Sweat and sound

By Alex Jordan 16 : 06 : 2016 Urbanears : Limited Sweat Edition : Collectable

Stockholm – Urbanears is selling headphones that are coated in the sweat of celebrities to promote the launch of its Hellas range.

Urbanears is turning up the heat to mark the launch of its washable headphones
The brand has partnered with seven popular figures from the worlds of music, sport and fashion

Urbanears, Stockholm

Creative agency Perfect Fools invited running coach Knox Robinson, dancer Willdabeast Adams and musician Amanda Bergamn to work up a sweat in the Mojave desert to put the technology to the test.

Urbanears is now giving consumers the chance to get their hands on limited-edition units that were used in the campaign. Each pair of worn Hella headphones has been signed, sealed, bagged and labelled by one of seven celebrities that took part in the campaign post-workout. What people do with their headphones is up to them – they can be kept as a collectable item or washed and re-worn.

In the age of Body Temples, brands are increasingly celebrating sweat. Campaigns such as Sport England’s This Girl Can and Reebok’s Be More Human reflect the demand for realness and a redefinition of femininity.

The Big Picture

The music and sports industries are converging as consumers increasingly examine the concept of sound as a performance enhancer. Halo Sport headphones are based on the science of neuropriming, where pulses of energy are used to enhance a person’s mental and physical performance.