Skullcandy Premieres New Supreme Sound Line

Audio company teams with athletes and models to promote lifestyle brand

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Today the Park City, Utah-based headphone company Skullcandy revealed a newly engineered line of headgear dubbed Supreme Sound. In the lineup are the Hesh 2 (an updated version of the previously popular Hesh), the Cassette, the Fix, the Mix Master and the Aviator. The sleek new products made a debut via the completely redesigned website.

Since 2010, Skullcandy has tried to shift into becoming an in-house creative and audio powerhouse, recruiting engineers to come up with the company's 2.0 initiative behind Supreme Sound's design-focused, high-quality audio products.

"Bass, vocals and highs are the three audio components that encompass the entire audio spectrum and are the foundation of the one-of-a-kind Supreme Sound experience we've created exclusively for Skullcandy," Dr. Testuro Oishi, director of Skullcandy acoustic engineering, said in a statement. "With this new range of products, it is our goal to raise the industry standard for acoustical engineering and do so without sacrificing our attention to detail in style or affecting the product price point that our consumer is so familiar with."

Skullcandy has also started to shift towards a lifestyle brand, recruiting sport stars and supermodels to appear in promotional photo shoots and videos, marketing campaigns and events. So far this year, Skullcandy has inked deals with NBA hotshots Kevin Durant and Derrick Rose, pro skater Eric Koston and Sports Illustrated "It Girl" Kate Upton.

To kick off the launch of Supreme Sound, Skullcandy premiered a video featuring Upton, Durant and James Harden in a "Take a Supermodel to Work" skit. The clip is decidedly less controversial than the other Kate Upton viral sensation of last week: the Terry Richardson-directed, YouTube-banned "Cat Daddy."

Skullcandy's marketing relationship with sports figures and personalities is also the first stage breeding ground to creating signature products. Last year, the brand teamed up with the Ting Tings to create an inspired set of Aviator headphones.

Prices for the new Supreme Sound products range from $50 to $300.

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