alienware

Our own CEO and Founder, Brett Lovelady, was interviewed by Fast Company to pick his brain regarding creating a performance brand in a brutal space where branding was non-existent. Brett Lovelady started Astro Studios in 1994 with the objective to bring more of a consumer product perspective to technology. But after stints at Frog and Lunar, Lovelady wanted to make “anything that wasn’t technology"--toys, soft goods, sporting goods. They began royalty relationships, translating the value of design into real equity. Their breakthrough came when they designed Nike’s Triax 250 sportswatches, earning $300 million over five years. The studio got involved with Nike’s concept team, designing the company’s first line of golf clubs and eye wear, then began applying those skills to video games with a redesign of Alienware and the Xbox 360, which remains one of their most visible products. In 2006, Lovelady spun off Astro Gaming to make actual products. In short order, it has become the Rolls Royce of professional gaming gear. The A40 Headphones, which also make up the A40 wireless system, is where professional-grade gaming meets professional-grade design applied to the marketplace—with headphones that mix voice and game sounds in 7.1 surround simulation and connected with a MixAmp digital decoder.