The new UA Project Rock Over-Ear Training Headphone – Engineered by JBL – is a durable, sweat-resistant headphone with adaptive noise cancellation and 45 hours of playtime.
Designed, tested and approved by Dwayne “The Rock” Johnson, that’s how Harman International Industries promotes the new UA Project Rock Over-Ear Training Headphone – Engineered by JBL, a headphone once again presented in cooperation with sports and outdoor specialist Under Armour Inc.
As a brand that has successfully positioned itself at the centre of culture, music, sports and gaming over the past 75 years, JBL has teamed up with fitness moguls Under Armour Inc. and Dywane “The Rock” Johnson to create the perfect audio companion for training, according to the group’s description of this new project.
UA Project Rock Over-Ear Training Headphone – Engineered by JBL – A prime example…
The entire concept behind the new UA Project Rock Over-Ear Training Headphone – Engineered by JBL can serve as a prime example of how to best market solutions in the personal audio segment today.
It goes without saying that solutions such as headphones have been understood as personal lifestyle products for years. One can even speak of it as a kind of fashion accessory that is selected according to criteria that do not necessarily correspond to the actual core task. The product’s design must be in line with current trends, it must have the “right” image, and whether the sound actually fits is sometimes even secondary for many a customer, this must be admitted in no uncertain terms.
Proven specialists, who mostly concentrate on their virtues and thus on “bare figures”, sometimes lose out to “marketing professionals”.
Harman International Industries has been looking for perfect partners in this respect for some time, for example the sports and outdoor specialist Under Armour Inc., whereby they themselves take over the “technology” area, while giving the partner a lot of leeway with regard to design and above all marketing.
In the case of the new UA Project Rock Over-Ear Training Headphone – Engineered by JBL, another essential aspect is added, namely the right “drawing card” for the marketing strategy, specifically in the form of Dwayne “The Rock” Johnson.
It is interesting to note that in this case, the manufacturer does not rely solely on the name of the prominent actor in order to align the marketing accordingly; they even go so far as to state that Dwayne “The Rock” Johnson was significantly involved in the development.
Dwayne “The Rock” Johnson got the vote going
The UA Project Rock Over-Ear Training Headphone – Engineered by JBL was designed for tough workouts, according to the company. JBL Charged Sound provides maximum motivation and amplified bass, fine-tuned by “The Rock” himself. Adaptive noise cancellation allows fitness enthusiasts to focus on their workout by controlling background noise, and TalkThru and Ambient Aware technologies can be activated with the simple touch of a button. TalkThru turns down the music for quick conversations with workout partners, while Ambient Aware provides a more immersive listening experience for ambient noise in or out of the gym.
Designed with Google Assistant and Amazon Alexa, athletes should be able to focus entirely on their workout. With the dedicated JBL Headphone app, users can set their preferred voice assistant to change the playlist, check the weather or increase the volume, allowing users to focus on setting a new personal record instead of fiddling with buttons or cables.
Equipped with an IPX4 rating, these headphones can withstand the sweatiest and toughest workouts. Featuring unique fabric technologies and materials from Under Armour Inc, the UA Storm Super Grip ensures maximum stability and security, while the UA SuperVent provides breathability to keep athletes cool and dry with the durable, quick-drying pads. The pads are also easily removable and hand washable to ensure optimal performance.
The UA Project Rock Over-Ear Training Headphone – Engineered by JBL also features a Speed Charge battery that allows fitness enthusiasts to charge their headphones in just five minutes for two hours of playback time. When fully charged, the headphones have a playtime of up to 45 hours.
Under Armour MapMyRun Premium Membership for Free
Athletes who purchase the UA Project Rock Over-Ear Training Headphone – Engineered by JBL will receive a free 12-month Under Armour MapMyRun Premium Membership valued at $29.99. MapMyRun is part of the Under Armour Connected Fitness app suite with a global community of more than 240 million people worldwide. MapMyRun allows members to track, analyse and share more than 600 types of fitness activities.
“The UA Project Rock Over-Ear Training Headphone – Engineered by JBL ensures athletes have access to superior sound quality with rugged durability that lasts through the toughest workouts. Tuned to Dwayne Johnson’s audio preferences and built with Under Armour’s proprietary technology, this headphone is a perfect complement to our continued partnership with UA.”
Pascal Van Laer, vice president and general manager, headphones and wearables at Harman International Industries
The new UA Project Rock Over-Ear Training Headphone – Engineered by JBL is scheduled to be available immediately on the Under Armour Inc. web shop. The price is listed at € 300,-.
Getting to the point
With the new UA Project Rock Over-Ear Training Headphone – Engineered by JBL, Harman International Industries delivers a textbook example of how to successfully market headphones. Not only is the technical basis right, of course, but the company is once again cooperating with the sports and outdoor specialist Under Armour Inc. and has also secured a powerful name in the form of Dwayne “The Rock” Johnson.
|UA PROJECT ROCK OVER-EAR TRAINING HEADPHONE – ENGINEERED BY JBL
|Harman International Industries
|Harman Deutschland GmbH
|More about this manufacturer at HIFI BLOG