Fear No Evil
With the recent arrival of Nike and Under Armour in the category, McDavid wanted to defend its leadership position in padded protective apparel.
The strategy was to shine the light on the success of our endorser athletes, Dwyane Wade and Knowshon Moreno. Under the position Fear No Evil, we ran ads in sports apparel catalogs, online and supported the effort with a robust social media campaign and successful SEM campaign to drive ecommerce.
McDavid was rewarded with a big renewal contract with Dick’s Sporting Goods. The Fear No Evil position was also used in in-store merchandising.