Monster Beats Unleashed On Red Sox4/04/2010 08:00:00 PM Eastern
The Beats by Dr. Dre Red Sox edition headphones carry the same technical features as the Beats Studio edition from Monster, but they are red and blue and adorned with the Red Sox logo. Priced at $399, the headphones are officially licensed by Major League Baseball and were scheduled to be available in the New England area beginning Monday.
"There are only a few iconic baseball teams," Noel Lee told TWICE in a phone interview, and since it was Monster's first launch into Major League Baseball, "we thought it was a good fit to launch with the Red Sox."
"Boston fans are especially really die-hard fans," Lee added. "So loyal, so enthusiastic ... We really enjoy this relationship with the Red Sox."
When asked if more teams or sports branding was on the horizon, Lee said, "Absolutely." He noted that while this was the first official branding, Monster had done other "projects" with the Beats headphones, including one with NBA player Kobe Bryant, and said that a project with LeBron James was in the works.
The Red Sox headphones originally stemmed from a relationship Iovine has with Red Sox chairman Tom Werner. "You can see it has a real shot of working," Iovine told TWICE. "Both sides are very enthusiastic."
Both Lee and Iovine brought up the amount of support the Beats headphones have seen from professional athletes, and Iovine noted that it was this support that acted as motivation for the products.
"If we didn't have the support of the players, there would be no way I would do this," he said. "I really look at fashion, sports and music as a real driver of popular culture and I love that it's working from an idea that Dre and I had."