Jimmy Iovine, co-founder of the company behind Beats by Dre headphones, spoke about the NFL ban on his product during a recent talk at the University of Southern California. And one might describe the tone of his comments as giddy.
“We didn’t do anything, and now the players are going out and putting black tape on our logo,” he said. “It’s like, I can’t believe I’m this lucky. “
Colin Kaepernick, the San Francisco 49ers player who was fined $10,000 for showing up to a press event wearing Beats headphones, showed up to a subsequent press event with hot pink Beats headphones (perhaps the same ones) but with tape over the logo. (Business Insider has a pic.)
All of it has made Beats even more conspicuous rather than less so. And Iovine had even more to say.
“There’s no one at the company [referring to Bose and Sony] that said, ‘If you ban these guys, you’re going to look bad to the young people, and they’re going to look like superheroes even though they’re just pure capitalists — well they’re not pure capitalists, but they’re real capitalists and [they] sold that company to Apple — but you’re going to make them look like the underdog,” Iovine added. In his remarks, he used the word “inept” to describe the competition.
We wouldn’t go so far to say that people perceive Beats as the underdog, but some curious football fans might be wondering,”If these guys are willing to risk fines to wear these headphones, they must be pretty good.” And anyone who thinks that there’s something badass about sticking it to the competition, the NFL and their rules, Beats now becomes a symbol of rebellion.
Rather than trying to force the issue, Beats’ competition has to find a way to make fans out of these athletes. They’ve just made that job a lot harder for themselves.
Image via Helga Esteb / Shutterstock.com