Activaire curates and maintains background music service for Theory in North America, Europe, and Asia. At the start of the project, Activaire worked closely with Theory’s marketing department in NYC to develop a unique and undeniably cool audio brand. Like Theory itself, the soundtrack is a thoughtfully curated mix of masterfully executed “new classics”. Theory’s audio brand deliberately represents current trends from an array of genres. Theory’s social media channels feature tracks from the in- store programming for an authentic portrayal of the brand’s environment and culture. For the month leading up to the holiday season, Activaire programs a distinctly Theory-esque holiday playlist for Thursday shopping events in select locations.