Our challenge was to create a new brand expression that communicated Shock Doctor’s expertise in technology, design, and their focus on sports protection—while also creating cultural momentum for the brand. In an ESPN era, where sport is one part athleticism and one part entertainment, Shock Doctor knew their brand needed to express the benefit of hardcore protection to the parents who buy, and the glory that comes with fearless performance for the kids who play.

Shock Doctor began as the undisputed leader in mouthguard technology. They continued to challenge convention with their belief in technology and design and proved that performance and protection can be one. With one breakthrough after another, they have become the leading innovator in sports protection across hundreds of product offerings, yet their brand expression remained tethered to the mouthguard trade market and was incapable of luring consumers away from the giants in the sports protection category.

The new identity suggests the athletic moment when “the game” is all on the line, the moment before impact, and importantly, the moment an athlete realizes their protective equipment from Shock Doctor gives them the confidence to perform at their highest level.