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.