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.
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.
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