The Next Step campaign brought two McDavid products to market. The first was Phantom. It’s an ankle brace specific for non-cleat athletes. It doesn’t have laces and is 30% lighter than its competitors. Not to mention, a player can strap on just as fast as they can lace up their shoes.
The second product launched was Stealth. This ankle brace is geared towards athletes who do wear cleats. Similar to its sibling, this brace is easy to put on and crazy light — 40% lighter than the others!
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.
