McDavid: The Next Step

The Next Step campaign brought two McDavid products to market, the Phantom and Stealth ankle braces. Phantom is specific for non-cleat athletes, while Stealth is geared towards athletes who do wear cleats. Both products are like a socks with straps — quick and easy to put on and are more than 30% lighter than the competition. Like the product names, the Next Step’s photography had to be minimal and sleek. The imagery’s red tone reinforced McDavid’s brand presence, and the dark setting eluded to how lightweight the ankle braces are.