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As an established leader in wireless business communication devices, BlueAnt was eager to break into new markets. A natural market to break into existed in sports audio solutions. Working closely with BlueAnt management and executives from Apple, Supply + Demand helped the company craft a complete go-to-market plan to successfully introduce PUMP HD Sportbuds to the global marketplace. Using cues and lessons learned from working with iconic sports marketing brands like adidas and Nike and consumer electronics brands like V-MODA and Wahoo Fitness, the brand was positioned as the only waterproof product in the bluetooth sports headphone category, securing a unique position in a increasingly crowded field of players.