Project overview

When Powerbeats Pro launched in Europe, we partnered with Paris Running Club to give them a true 24-hour test. The wireless earphones have a category-leading battery life - 24 hours of listening time with charging case. We took them to Iceland at summer solstice, to see how far they could go under the midnight sun. Not a race or a competition, but a relay across mountains, fjords and waterfalls, through fatigue and tears, spanning an eventual 280 km.

Each runner started where the last stopped, from one hour to the next. Encouraging each other when they could barely stand. Fuelled by the 24 hours of music they’d put together as a group. We captured the story with director Alex Hulsey and partnered with Satisfy, the premium running brand, to lookbook and launch their new season’s apparel in the process.