au.di.ble \aw-duh-buhl\ [LA audibilis to hear]

adj 1: capable of being heard; loud enough to be heard; actually heard. n 2: a play called at the line of scrimmage to supersede the play originally agreed upon as the result of a change in strategy.

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© 2018 AUDIBLE DESIGN

 

UNDER ARMOUR / JBL - FLEX

PROBLEM / OPPORTUNITY

With two distinctly different and powerful brands, how best to position and communicate this co-branded offering was critical to delivering authenticity and credibility in the product itself. Additionally, with many competitive offerings in the space, UA/JBL needed to demonstrate an intimate understanding of the active lifestyle to show how FLEX separates from the pack.

 

SOLUTION

Before developing a single piece of consumer facing content, we worked with JBL and Under Armour to develop the brand hierarchy and collective tone of voice. The result was a campaign and subsequent content that delivered the credibility in both sound and form for the athlete.

 

SERVICES

Co-Branded Positioning and Messaging

Campaign Creative Development

When two great brands come together, the expectations are high. Under Armour and JBL/Harman Kardon co-created a line of headphones that deliver quality sound and functionality for the athlete. 

 

The first product, FLEX delivers a familiar “behind the neck” form factor with innovative performance features to ensure fit, comfort and stability for the active lifestyle.

Made to move in every way you do.

"I cannot say enough good things about Audible. They are truly a collaborative partner that delivers great work beginning to end. From initial strategy discussions, creative brief and execution, I feel completely confident in them as a partner to deliver against my true objectives and in the most efficient manner. Bonus, they’re really nice people and make the projects fun!"

CORBY YOUNG – LIFESTYLE PRODUCT MARKETING MANAGER