Ever since it cut ties with Dr. Dre’s Beats Entertainment in early 2012, high-fidelity audio manufacturer Monster has been busy carving out its own niche in the multibillion-dollar premium headphones market. Most recently, the company released a new headphone line created in collaboration with leading athletic equipment and sportswear provider Adidas.
The Adidas Originals X Monster line comes in three colors – black, white, and blue – and has both over-ear and in-ear versions. The iconic Adidas Originals trefoil logo is featured prominently in all models. The high-performance folding over-ear models feature Monster’s “pure Monster sound” and superior noise isolation technologies. They also have dual Musicshare ports so you can easily share what you’re listening to with your friends. It also comes with a custom carry pouch.
The in-ear model, meanwhile, come with SportClips to ensure that the buds don’t fall out of your ear and sweat-proof anti-microbial eartips. The in-ear model also features noise cancelling technology. Both the over-ear and in-ear models have in-line mic controls that are compatible with all iOS devices.
The Adidas Originals headphone is just the latest in a series of crossover collaborations and partnerships that Monster has invested in over the past few months. During New York Fashion Week, Monster spokesperson and board member Swizz Beatz teased a new collaboration with world-famous fashion house Chanel. While no new announcements have been made yet, Swizz did post pictures of himself and Chanel head designer Karl Lagerfeld rocking the Chanel-branded quilted leather headphones on his official Instagram account.
Also earlier this year, the headphone manufacturer managed to snatch a promotional coup by signing a landmark sponsorship deal. The deal makes Monster the first headphone company to provide support for a major live poker tournament. As part of the deal, every WPT event will have Monster listening stations and those who make it to the final tables will be gifted with custom Monster 24K headphones.
Monster’s tight focus on cross-promotion and collaborations is reminiscent of the very successful marketing strategy that its former partners turned rivals employed. Monster CEO Noel Lee has consistently emphasized the importance of musicians in the brand’s positioning, and it shows in their lineup of spokespersons which include Nick Cannon, Meek Mill, and Sheila E., among others. Not a bad standing for a company that started out as one guy selling high-end audio cables out of his garage.