You may have noticed a few speculative stories in the papers recently about Beats By Dr.Dre headphones being banned from the London 2012, after a couple of major athletes donned the Doctor’s iconic cans before taking to the track/field/pool/velodrome/court and even expressed their love for the brand on Twitter, which indirectly contravenes the rules set by the Olympics committee mentioning their sponsors or showing an affiliation to an individual sponsor.
Why the torrent of affection from the world's top athletes for Beats, though?
Probably because Beats By Dr.Dre UK have been inviting athletes to the uber-slick new space in Shoreditch to road test their latest headphones and #showyourcolor (or ‘their’ colour, in this instance).
In the venue, athletes, members of the media and VIP guests are treated to luxury canapés, free drink, free Wi-Fi, sports coverage on one of many huge flatscreen TVs, and the chance to create and tailor their own Beats to match their style and personality through a unique photo booth based in the centre of the venue.
And people honestly wonder why everyone loves Beats right now?
To stay up to date with the goings on at Beats Shoreditch, you can follow the team @BeatsbyDreUK