Lionel Messi, LeBron James and Shohei Ohtani link up

What is the collective noun for GOATs? Organisers of a new Beats ad campaign may have had to consider that question when they lined up MLB superstar Shohei Ohtani alongside Lionel Messi and LeBron James to promote a new range of headphones.

The Apple-owner audio brand launched a new flagship product on Tuesday, the Powerbeats Pro 2. Ohtani, Messi and James feature in the advert, each of whom may end their illustrious careers with a genuine claim to be the best to ever play their respective sports.

Their athletic prowess features prominently in the advert, referencing some of their greatest career accomplishments. Each of the athletes is seen practicing their chosen sport, alongside an emotive narration from RZA. The heart-rate monitor, a new feature in the Powerbeats Pro 2, is a key part of the production.

Beats CMO Chris Thorne explained: “At Beats we’re always trying to do something unexpected, we’re also trying to do things that haven’t been done, even in marketing… all three of those guys have different shoe company deals."

“There are no tricks in this spot, when LeBron power dunks, when Ohtani rips a home run, when Messi blasts the shot into the net, the product is there,” he continued. “When you have talent like like these guys, to not have them fully overshadow your product is really hard.”

All three are among the most adored in the world and they each rank among the highest-paid athletes. LeBron James has racked up around $528 million in total career earning from the NBA, while Lionel Messi’s $674 million four-year deal with Barcelona signed in 2017 is the most lucrative in soccer history.

However Shohei Ohtani’s LA Dodgers contract outshines them both. The Japanese star set a new record for sports contracts with his $700 million, ten-year deal signed last year. He has since been overtaken by Juan Soto at the New York Mets, but Ohtani’s $70 million annual average still exceeds Soto’s figure.

“Getting to be a part of this campaign with LeBron James and Lionel Messi is really special,” Ohtani said of the Beats campaign. “Tapping in to your heart is important whether you’re an athlete on the biggest stage or just getting started and I’m excited to partner with Beats to help deliver that message.”

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