With stories about NFL players suffering from CTE—the degenerative brain disease caused by repeated blows to the head—in the media a lot these days, Sports equipment maker Riddell is out with a new campaign concerning its efforts to make sports head gear more protective.
The sports equipment maker is taking advantage of the hyper interest in the Super Bowl to announce a new partnership with 3D printing company Carbon that will produce new football helmets claimed to provide enhanced player protection and impact absorption.
The initiative is being promoted in a new campaign that marks Carbon's first-ever marketing effort.
The digital campaign, developed with Giant Spoon, includes a video running on Twitter and YouTube that showcases the commitment that athletes make to their sport and the efforts Riddell and Carbon are making to make them safer while they’re doing it.
As part of the campaign Carbon and Riddell bought a sponsored search on Twitter and are unveiling a custom helmet emoji and the campaign hashtag #ProtectItAll. The companies also sprung for an on-site VIP lounge activation over the weekend in Atlanta.