Athletes as Advocates: How Beats goes Broad Without Selling Out

The Beats buzz is not only making a major dent in the headphone market, but also raising the bar, handing 40% of all U.S. sales to the brand over the Christmas period. But what will keep them on top in 2014 isn’t the extra cash lining Dr. Dre’s pocket – it’s the community of advocates they’re building through American sports culture.

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