How Technics Teed-up Golf Culture to Drive Premium Earbud Sales—and Outsmart the Giants

Technics has been a cornerstone of hip-hop and DJ culture worldwide. With decades of audio expertise, Technics now brings its legendary sound directly to your ears through its True Wireless earbuds. Each earbud, designed for a perfect fit, offers hi-res audio, industry-leading noise cancellation, multi-device connectivity, and more.

We had the exciting task of launching the AZ80, Technics’ premium earbud model. But we were up against the marketing giants of Apple AirPods, Beats, Bose, and Sony—all with a fraction of their budgets. On top of that, we needed to drive positive ROI for the direct-to-consumer business while Technics also sold through Amazon and major retailers like Best Buy, Walmart, and B&H Photo-Video.

In early 2023, we dug deep into earbud consumer insights and identified three key audience segments, ripe for brand relevance and growth. One standout segment? The new generation of golfers: young, affluent, and diverse.

We built a multi-layered media plan targeting this golf-savvy audience. From golf-themed podcasts to trendy events and partnerships with major golf media properties, we tailored every detail. Our creative assets were golf-inspired, and we continue to expand on them.

Despite competing with ourselves on Amazon and other retailers, the brand is seeing strong ROI, with continuous month-over-month improvement. Our direct-to-consumer efforts have created a halo effect, boosting sales on Amazon and driving interest in other Technics products, including turntables and audio devices.

Many skeptics, both in the U.S. and Japan, doubted that targeting golfers would lead to success. Thanks to a brave client team willing to push boundaries, those skeptics have now become fans.