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From BTS to Adidas, Samsung taps elite brands to stand out

Pricey limited-edition phones and earbuds seek to challenge Apple on style

 South Korean pop group BTS helped promote a limited-edition Samsung phone in their signature color of purple. (Photo courtesy of Samsung)

SEOUL -- Samsung Electronics has enlisted some of pop culture's biggest names from the worlds of music, fashion and sports in a bid to gain the attention of consumers in a smartphone industry where it is becoming harder and harder to stand out.

Last month, Samsung released Adidas-branded wireless Galaxy Buds earbuds, targeting design-focused young consumers. The 6,000 limited-edition pairs have already sold out in South Korea.

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