McDavid Unveils New Brand Identity

McDavid Inc., a manufacturer of braces, wraps, padding, and performance apparel for the sports medicine industry, has announced a new brand identity to reflect the company's mission to be an essential part of every athlete's training, motivation and success.

"Our goal was a new look that athletes will relate and respond to and one that reinforces the confidence that McDavid products instill," said Bob McDavid, president and CEO.

The new brand was unveiled at the National Athletic Trainer's Association Annual Meeting and Clinical Symposia June 26-29 in St. Louis.

"McDavid has a long-standing connection and collaboration with athletic trainers and we want them to be among the first to experience our new brand," said McDavid. The company has also launched the brand on its new web site.

McDavid's new tagline is, "First on. Last off." This tagline reflects the company's dedication to superior protection and every athlete's determination to be the best.

"The new brand really allows us to celebrate athletes and demonstrate our deep understanding of how our products help them reach their goals," said Mary Horwath, McDavid's vice president of global marketing. "We've identified our brand update as '30 Years New.' This theme speaks to three decades of McDavid innovation and passion, while pushing forward with a confident voice of renewed energy and attitude."

McDavid products emblazoned with the new brand identity will debut at major sporting goods retailers in early 2013.

McDavid's product line includes braces for individual parts of the body, such as knees and ankles, plus protective apparel featuring its patented HEX™ technology.

The product line encompasses:

  • SportMed™-braces, wraps and other products that help prevent injury and reduce downtime.
  • Sports Protection-high-tech padding for areas of the body where protection is essential.
  • Performance Apparel-compression wear to aid performance and recovery.
Since Dr. Robert F. McDavid developed the first widely-used lateral protective knee brace in 1969, the company has received numerous exclusive designs and patents for better fit, comfort and athletic protection. McDavid products are used by professional and college teams.

McDavid products are available at major sporting goods retailers across North America, and in Europe, Japan, China, Australia and the Middle East. Products are also available at online retailers and on the company website. Visit

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