And here I sit, blindly thinking that Beats by Dre has never had any sort of controversy. After a little investigation, I was proven to be very wrong. Back in 2012, during the Summer Olympics in London, athletes on the British team were seen wearing a special addition of Beats by Dre that sported their nations flag. This may not seem like that big of a deal but, by rule, according to Olympic organizers and committee members, no company that is not an official sponsor of the Olympics may “ambush advertise.”
Moving further within the conflict, the Beats company essentially let their athletes fight their fight for them. A couple of the athletes that used the Beats product lashed out against the Olympics expressing their extreme disappointment in the fact that they were being told that they can’t use a certain headphone.
I feel as though the Beats company completely avoided crisis. By allowing their athletes that endorsed their product fight their battle, Beats set up a bullet proof wall. Instead of taking hits, Beats fired first! In my opinion, this was an ingenious idea, whether it was on purpose, or by chance, this crisis could not have been avoided any better. On the other side of that, to save the future of their relationship with the Olympics, I would have suggested that they release an apology or some sort of statement that shows that they didn’t completely understand the rules and/or will work with them to resolve any future problems that they may have.
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