• by Fern Siegel , 5 hours ago

When playing a sport, few welcome critiques.

That's the case for NBA Lakers star LeBron James, who tunes out critics on the golf course with Powerbeats Pro 2.

The audio product's campaign, “Keep Your Head In The Game,”  is courtesy of Mirimar and directed by Hungryman's Wayne McClammy. It also offers a rare shared logo. The Nike Swoosh on the right bud and the signature Beats ‘b’ on the left.

The spot makes clear James' talents lay on the court rather than the green. But he still gives it his all, while listening to the music of The Commodores’ “Easy.”

Chris Thorne, CMO of Beats, called the alliance  “a collision of two brands that define performance, culture and sports — the attributes of today’s athlete.” Nike is also returning to its previous ad posture: sport-first, athlete-led narratives.

The agency, located in New York and Los Angeles, has produced work for Redfin, Poppi, Montefiore Einstein and Mando.