An ode to Black youth across the world who are flexing their voice, their joy, their everything

Agency: Virtue, 2020

To date, Beats by Dre was not a brand for Gen Z, it was a brand for celebrities. For decorated athletes. For iconic musicians. But the Beats Flex- a $50 headphone- democratized the premium sound experience to make it accessible to youth audiences for the first time. Beats had already inspired an audio revolution, now they wanted to inspire a youth revolution.

2020 revitalized the Black Lives Matter movement with a newfound energy and momentum like never before, led by Black youth. This new generation of intersectional Black youth knows that freely being themselves isn’t just an act of defiance, it’s the start of a revolution.

As a Black-owned brand, Beats wanted to hero people from the generation that’s leading the charge. Flex That features young influential Black talent such as Naomi Osaka and Cordae who flex against racial inequality and inspire youth around the world to challenge norms, push boundaries and celebrate all parts of their identity.