Beats 360: The First Custom Headphones with Swappable Cushions, Fronted by Kendall Jenner

Beats has officially launched its latest over-ear headphones, the Beats 360, which for the first time feature ear cushions and a headband that can be swapped according to the user's preference. The product is positioned as the company's new flagship and went on sale in the United States on September 22 for $349.99.

The launch is being boosted by an advertising campaign featuring model Kendall Jenner. In the spot titled "Beats 360 ft. Kendall Jenner, Kendall Jenner, Kendall Jenner, and Kendall Jenner," Jenner appears as several versions of herself in a café called Kendalls. Each version wears a different color variant and cushion set, highlighting the product's flexibility.

The Beats 360 comes in four core colors—black, cloud (off-white), pink, and sky (sky blue)—each with matching performance knit cushions. The company also sells separate cushion kits: performance knit in six color options (including navy and volt) as well as ultraplush in black and cloud. In select markets, the cushion kits are offered at an introductory price of $9.99 before returning to the regular price of $49.99.

In a press release, Kendall Jenner revealed why she was drawn to the concept. "I'm always on the move and changing up my look," she said. "The Beats 360 fits my lifestyle. I love being able to swap the cushions to match the day's activity."

Beats Chief Marketing Officer Chris Thorne added that Jenner is the perfect representation of a product that can change with the moment. "Kendall adapts her look for every occasion, so she needs headphones that can change with her. This film captures that perfectly," Thorne said.

Beats' move into the premium headphone customization segment is not without reason. The global personal audio market continues to grow, and consumers increasingly seek devices that not only deliver high sound quality but also express identity. By offering swappable cushions, Beats is trying to differentiate itself from competitors such as Sony, Bose, and Apple—which also have premium headphone lines—though none has widely adopted a modular cushion system.

For the Indonesian market, the product has the potential to become a target for gadget and fashion enthusiasts, although official pricing and availability have not yet been announced. If it is officially released, the Beats 360 will compete with established brands in the high-end segment, such as the Sony WH-1000XM5 and Bose QuietComfort Ultra. However, its customization strategy could be an attraction in itself, especially for younger consumers who like personalization.

The arrival of the Beats 360 could also push other brands to introduce similar features. In the long term, this could change how manufacturers view headphone accessories—not just as add-ons, but as part of a lifestyle that can be renewed. The question is whether the Indonesian market is ready to pay a premium for headphones that can change their skin. Time will tell, but the customization trend appears increasingly hard to hold back.