This document discusses Shock Doctor's branding and marketing challenges. It analyzes their current target audience of adult athletes and lack of presence among teens and females. The new target is identified as aspiring high school athletes aged 14-18. Shock Doctor's messaging and campaigns will refocus on this target to inspire and engage users through digital experiences and shareable content. This aims to maximize brand awareness and create advocates to help Shock Doctor become the global leader in sports protection innovation.

2. CASE STUDY | 0 8 . 0 6 . 1 4

3. WHERE ARE WE?

4. 50%OF ALL
RETAIL

6. WHAT’S THE

7. SPORTING
GOODS
INDUSTRY

8. HOW CAN YOU BE THE LEADER
IF NO ONE HAS HEARD OF YOU?
THE
CHALLEN
GE:

9. ONLY 1 in 10 ATHLETES & THEIR
PARENTS SAY YES.
“HAVE YOU EVER HEARD OF SHOCK DOCTOR?”

11. WHAT’S THE GOAL?

12. THE LEADING
BRAND IN
SPORTS
PROTECTION
T
O:
THE LEADER
IN
MOUTHGUAR
D
TECHNOLOGY
FR
OM:

14. [POSITIONING VIDEO]

16. WHAT’S OUR GAME

17. 1
2
3
REFOC
US
INSPIR
E

18. WHO ARE WE

19. 44
%
U.S. KIDS
PLAY TEAM
SPORTS

20. BUY
USE

21. USE
RS
CUSTOM
ERS
ATHLETES PARENTS
Today’s most
powerful growth
engine is users–
people who
interact with a
company
through digital
media even if
they have never
spent a dime.
Become
indispensible to
users and the
profits will
follow.”
–AARON SHAPIRO
CEO | HUGE
“

22. Client|PresentationTitle
THE
FEARLESS
ATHLETE
AGE: Mid 20s – Mid 30s
GENDER: Male (100%)
RACE: Black, White Mix
GENERATION: Millennial
No-name adult athletes
Lack of teen & female presence
Conflicted messaging strategy
CURRENT
TARGET

23. Client|PresentationTitle
THE
ASPIRING
MVPAGE: 14-18
GENDER: M (60%) F (40%)
RACE: Mixed
URBANICITY: Suburban
HHI: Midscale
GENERATION: Z (We)
Competitive in 1+ team sport
Influencers; trickle-down effect
Live & breathe their sportNEW
TARGE

24. WHAT ARE THEY

25. BUSY
PLANNER
S
ALTRUISTI
C
CONNECT
ED
POPULAR THRILL-
SEEKERS
FOCUSED
SPORTS =
ID

26. WHAT CAN WE

27. SHOCK DOCTOR
KEEPS YOU IN
THE GAME.

28. 1
2
3
REFOC
US
INSPIR
E

29. HOW DO WE CATCH

30. STAY IN THE GAME
Sprint your fastest, hit your hardest, and deliver powerful
plays. Don’t be limited by potential injury. Conquer with speed,
with strength, and without limit.
30

31. DOWN

32. WIPE OUT

33. ORANG

34. PRE-

35. GO ALL OUT
Once you’re out, you’re out. You can’t score
from the sidelines or win from the bench.
With Shock Doctor, make that final play, last
minute goal and championship point.
35

36. MAYO CLINIC
+ SHOCK DOCTOR

37. SNAP

38. SOCIAL

39. INTERA

40. BRUISE

41. ADVERTISE

42. 1
2
3
REFOC
US
INSPIR
E

43. WHERE DO WE

45. 12 WEEKS
$550,000
66MM
CAMPAIGN
:
COST:
IMPRESSI

46. 27%
5%
20%
36%
7%
5%
PANDORA
DESKTOP
MOBILE
PRE ROLL
SEARCH
MEASUREMENT
MEDIA
BREAK
OUT

48. 1
2
3
REFOC
US
INSPIR
E
FROM THE FEARLESS ATHLETE
TO THE ASPIRING MVP
DIGITAL EXPERIENCES THAT
CREATE BRAND ADVOCATES
MAXIMIZE AWARENESS THROUGH
SHAREABLE CONTENT

49. ?

50. THANK

51. SHOCK DOCTOR HAS GROWN FROM BEING
THE UNDISPUTED LEADER IN
MOUTHGUARD TECHNOLOGY, TO BEING
“
THE LEADING INNOVATOR IN SPORTS
PROTECTION AROUND THE GLOBE.
– SHOCK DOCTOR WEBSITE
”

52. PROTECT THE
MACHINE

53. 53
MORE THAN
PROTECTION