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William Shatner, 95, has partnered with Scottsdale-based Audien Hearing as brand ambassador for its “Boldly Hear What’s Next” campaign promoting over-the-counter hearing aids. Shatner, who has hearing challenges and tinnitus, uses Audien’s Atom X device. The campaign targets the large share of older adults with hearing loss who have never used hearing aids.
William Shatner, the 95-year-old actor best known as Star Trek’s Captain Kirk, has partnered with Audien Hearing as brand ambassador for a new campaign, “Boldly Hear What’s Next,” aimed at encouraging adults with hearing loss to take steps toward better hearing. The Scottsdale, Ariz.-based over-the-counter hearing aid maker announced the partnership in a release, saying Shatner brings firsthand experience with hearing challenges to the role.
According to the announcement, Shatner has faced hearing challenges himself and uses Audien’s Atom X over-the-counter hearing aids. As brand ambassador, he will appear across a marketing and social media campaign centered on the message that aging does not preclude continued engagement with life, conversation, and experience.
The campaign spotlights the Atom X, a rechargeable in-ear hearing aid with a touchscreen charging case that lets users adjust volume and hearing modes without a smartphone app. The device is paired with a free one-on-one Sound Check appointment with a hearing specialist — a support model Audien says is designed to reduce barriers for first-time users. Audien’s products are intended for adults 18 and older with perceived mild-to-moderate hearing loss and are sold online and through national retail partners.
Shatner has previously spoken publicly about his tinnitus, and his profile as a public figure who has navigated hearing difficulties underpins the campaign’s consumer-facing credibility, according to the company’s release.
The Adoption Gap the Campaign Targets
The partnership arrives amid persistent underutilization of hearing devices among older adults. More than 1.5 billion people worldwide — nearly 20% of the global population — live with hearing loss, according to the World Health Organization. Approximately 37.5 million American adults report some degree of trouble hearing, yet among adults 70 and older with hearing loss who could benefit from hearing aids, fewer than one in three has ever used them, according to the National Institute on Deafness and Other Communication Disorders.
The campaign reflects a broader industry trend of OTC hearing aid brands using high-profile spokespeople to reduce stigma and drive adoption among adults reluctant to seek help. For hearing care professionals, such campaigns may bring in more patients newly aware of — and motivated to address — their hearing loss.
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Audien Hearing and the OTC Market
Audien Hearing, founded in 2019 and headquartered in Scottsdale, Ariz., positions itself as an accessibility-focused player in the OTC hearing aid market. Its lineup includes rechargeable in-ear and behind-the-ear devices.
Shatner, whose Star Trek career made him a generational icon, has a long public history with hearing health discussions, including his openness about tinnitus. The campaign’s title plays on the Star Trek phrase “boldly go,” tying the brand message to his public persona.
“I’ve spent a lifetime thinking about the future, and at 95, I still want to know what’s next: the next conversation, the next idea, the next adventure… There’s a lot of life left to live, and a lot worth hearing.”
— William Shatner, in a release
Financial Terms and Campaign Reach Undisclosed
Details of the partnership, including its financial terms and duration, were not disclosed in the announcement. The company did not specify the campaign’s media budget, launch timing for specific advertisements, or measurable adoption targets. Claims about the effectiveness of the Sound Check support model in reducing barriers for first-time users are the company’s own and have not been independently verified. The announcement also did not address whether Shatner’s involvement will extend to product development or other brand activities beyond marketing.
Campaign Rollout Ahead
Shatner will appear across Audien’s marketing and social media campaign in the coming months, according to the announcement. Readers can find more information about Audien Hearing and its product lineup at AudienHearing.com. The Hearing Review noted that the campaign’s effect on hearing care practices — whether it brings more first-time patients into clinics — will become apparent as the rollout proceeds.
Key Questions
Who is William Shatner partnering with, and on what campaign?
Shatner has become a brand ambassador for Audien Hearing, a Scottsdale, Ariz.-based OTC hearing aid maker, for its “Boldly Hear What’s Next” campaign encouraging adults with hearing loss to seek better hearing.
Does William Shatner use hearing aids himself?
According to the announcement, Shatner has faced hearing challenges and uses Audien’s Atom X over-the-counter hearing aids. He has also previously spoken openly about having tinnitus.
What is the Audien Atom X?
The Atom X is a rechargeable in-ear hearing aid with a touchscreen charging case that allows volume and hearing mode adjustments without a smartphone app. It is paired with a free one-on-one Sound Check appointment with a hearing specialist.
Who are OTC hearing aids intended for?
Audien’s products are intended for adults 18 and older with perceived mild-to-moderate hearing loss. Adults with more severe hearing loss or concerns should consult a hearing care professional.
How common is untreated hearing loss?
Approximately 37.5 million American adults report some trouble hearing, and among adults 70 and older who could benefit from hearing aids, fewer than one in three has ever used them, according to the National Institute on Deafness and Other Communication Disorders.
Source: rss
