I suspect it is mostly about trying to coattail their way into the Beats world by using Grado and Bushmills. I'm a Grado dealer and I received an email from John Chen of Grado announcing the collaboration. The more known names you combine, the better the chance of making some sale connection.
Funny thing is I don't think I can buy them from Grado. These seem to be from a marketing outfit, not my usual source chain.