To launch Powerbeats, we explored Lebron James’ pivotal move from Miami back to Cleveland and the intensive work undertaken for his return. Inspired by words inked on LeBron’s shoulders, we created “Re-Established 2014” that told of his undying allegiance to Ohio. The film premiered a week before his season opener and garnered over 10 million views in its first week, boosting consumer interactions over 5000% and sales by 133%, making PowerBeats2 Wireless the top selling headphone worldwide.