McDavid
Redefining an Established Sporting Goods Brand
The Challenge
After 30+ years of sporting innovation and technological instigation, McDavid was primed to grow. Their brand had grown stale and needed to be repositioned in the market.
The Solution
A reimagined brand with meaningful foundations, aggressive visuals, and impactful messaging that attracts their new target audience: teenage athletes. This updated brand and mindset would then spread across every aspect of McDavid’s operation.
The Need: To target a new customer.
When we were introduced to McDavid, their brand was focused on providing products that helped individuals maintain a high level of performance into their older years. The primary audience was aging male athletes that wanted to extend their athletic longevity. Many in the company referred to their products as “your dad’s workout gear”. The market perceived McDavid as a comfortable and functional brand. With evolving customer expectations, the brand and company needed to change.
McDavid Now Stands For
Confi-
dence
Impactful Branding Led To Impactful Results
Post rebrand, McDavid overtook their primary competitor to lead the Sports Med market. This noticeable market success and newfound brand recognition led to a double digit product sales increase and McDavid’s lucrative acquisition by United Sports Brands.
