LA PAZ HOUSE
Creating a relaxing, Beats-branded oasis for the world’s best athletes
Olympians—they’re just like us. We work hard. Play hard. And all need space to relax harder. During the 2016 Summer Games, Beats and OBE teamed up to help athletes wind down. Our ‘work hard, relax harder’ oasis opened shop for 13 days, providing 2,400 athletes with cryotherapy treatment, “this feels like a cloud” lounge seating, sound and sleep therapy rooms, and custom designed Beats headphones (unz-unz-unz). Athletes posed for close-ups and challenged each other to sometimes-leisurely-always-competitive games of croquet and foosball, putting a new spin on “active recovery.” Athletes left relaxed and recharged; a feeling as good as gold (well, almost).
The Results: 100 million social impressions. 2,400+ athletes. 60M television earned media dollars.