Beats taps multiple Kendall Jenners to promote customizable headphones

CMO Chris Thorne explains why Jenner is the right partner for the launch, which includes a campaign spot from Uncommon Creative Studio.

Beats on Tuesday launched a campaign starring celebrity Kendall Jenner in support of its newly announced Beats 360 product, per details shared with Marketing Dive. Beats 360 is a fitness-focused, over-ear headphone that features customizable ear cushions.

In a hero spot set to Gary Numan and Tubeway Army’s “Are Friends Electric?,” a workout gear-clad Jenner sits in a cafe and attaches lime green cushions to her Beats 360 before she makes a revelation: Everyone in the cafe is a different version of her, whether making a call on the headphones, working at the cafe or reading a book called “The Parallel Lives of Us.” Jenner is also featured in the artwork and photographs of the cafe, named — naturally — Kendalls.