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Beats by Dre Showtime

Insight

Music is the ultimate motivator – whether you are the greatest in the game preparing to play or a fan getting ready to watch.

For over a decade, Beats by Dre has powered these moments before the game begins. And with Beats becoming the official headphone sponsor of the NBA and LeBron James beginning his next chapter as a Laker, the moment has never been bigger.

A music player interface displays 2Pac’s “California Love (Remix)” from the album “All Eyez On Me.” The album cover shows 2Pac posing with his hand displaying West Coast fingers and wearing jewelry.
A man gives a haircut to a boy wearing a yellow basketball jersey with James on the back, outdoors near a garage and trees on a sunny day.
A basketball player in a yellow Los Angeles Lakers uniform with the number 23 walks in a locker room. Jackets and empty hangers are visible in the lockers behind him.

Idea

A celebration of The King’s arrival in Los Angeles.

Set to the classic LA hit California Love by Tupac and Beats by Dre founder Dr. Dre (with vocals by Roger Troutman), the film shows how music rallies both LeBron and fans all over the city – from Hancock Park and the neighbourhood taco truck to the Staples Center itself – as anticipation builds in the countdown to game time.

Impact

The work debuted on national television during the Lakers’ season opener and has been featured in high-profile matchups since.

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