Beats by Dre is plastering its yet‑unreleased over‑ear headphones across the FIFA World Cup, turning players into walking billboards. The campaign began after an FCC filing on May 23 hinted at new Apple‑branded audio, then a pink‑hued pair appeared around Lamine Yamal’s neck. Recent Instagram posts show U.S. defender Antonee Robinson and South Korea’s Lee Kang‑in wearing the same model, confirming a broader rollout.

Unlike previous Beats releases that favor a single‑tone shell, the new units sport a two‑tone scheme: Robinson’s white cups contrast with dark blue, while Kang‑in’s feature lime‑green accents on a white base. The split‑color design suggests a customizable earcup option, letting users mix and match finishes—an approach that could broaden appeal beyond the typical youth market.

Industry watchers note the headphones resemble the 2023 Beats Studio Pro, but the distinct colorways and rounded headband arms hint at an updated iteration rather than a simple refresh. With high‑profile athletes already showcasing the product, Beats appears set to launch the model within weeks, turning the World Cup exposure into immediate retail momentum.

The aggressive marketing push underscores Beats’ strategy to leverage global events for product launches, a tactic that has paid off with previous collaborations. Retail partners can expect dedicated shelf space and promotional bundles, while consumers will likely encounter the headphones in both online stores and stadium merchandise stalls, accelerating adoption ahead of the holiday shopping season.