'Defy the Noise' sheds light on the overwhelming pressure, expectation, and criticism that some of the greatest footballers face off the pitch, especially as they train and prepare for their most significant matches.

Harsh judgement and commentary that has always surrounded athletes in the spotlight, but with the rise of social media, this 'noise' has become louder and more polarising than ever before. And the greatest of athletes have learned how to defy the noise.

We rounded up a set of defiant global superstars with real stories in a call to arms for everyone to be their most authentic selves.

‘Defy the Noise’ sheds light on the overwhelming pressure, expectation and criticism that some of the greatest footballers face off the pitch, especially as they train and prepare for their most significant matches.

The film utalises a mix of fast-paced shots of self-captured content and archival footage, the short film highlights star footballers Bukayo Saka (England), Serge Gnabry (Germany), Kingsley Coman (France) and Ritsu Doan (Japan), and exposes the ‘noise’ they face.

The film also premieres British rapper slowthai’s new single “i know nothing” featuring powerful lyrics which touch on the ills of social media and how it “distorts our perception of reality.”

It’s not just the footballers who feel the pressure to perform, or pick a side on social media - it affects all of us and it’s a threat to our diversity, creativity and individuality.

Therefore, the real stories of those who push forward and ‘defy the noise’ can be a positive influence for fans witnessing the tournament and beyond.

We rounded up a set of defiant global superstars with real stories in a call to arms for everyone to be their truest selves, on the world stage, in everyday life.

This included Bukayo Saka, the England forward who missed the final penalty in the Euros and received abuse, Mary Phillip, the first black captain for England and the first woman to lead a men’s team to a cup succession England, and outspoken artist Slow Thai, who premiered a track from his new album that touched on the pressures of social.

'Defy the Noise' focused on harsh judgement and commentary that has always surrounded athletes in the spotlight, but with the rise of social media, this “noise” has become louder and more polarising than ever before. And the greatest of athletes have learned how to defy the noise.We rounded up a set of defiant global superstars with real stories in a call to arms for everyone to be their most authentic selves.

The short film was live across various social platforms throughout November 2022, gaining significant traction: 31.7m views across all digital channels involved,190 original articles covering the campaign were written. The film also became #1 most viewed spot on the official brand Instagram.

A total of 31.7m views across digital channels.

Most viewed spot on @BeatsByDre Global IG & EMEA Twitter.

190 original articles about the campaign across fashion, music and tech.

Authentic narratives sustained relevance through WC via reactive comms.

In 1.5 months, the Campaign drove more views and engagements than the whole of 2020 and 2021 on Beats channels.

186 snaps of the custom Beats headphones on athletes during WC \

(incl. Kylian Mbappe).