Despite not being an official sponsor of the 2018 FIFA World Cup, Beats by Dre sought to out-dominate competitors’ (official sponsors) share of voice with its Made Defiant campaign during the event in Russia. Through the use of an empowering coming-of-age story and guerrilla-style marketing tactics and cooperation, PMG partnered with localized media and influencers to bring the Defiant Mixtape video to life.