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Macho is a highly respected worldwide brand for martial arts protective and training gear. Over the years, it saw its brand being challenged by the rise of the more flashier Mixed Martial Arts (MMA) and more cut-throat competition by their direct competitors Century Fitness and Adidas. The company asked for a re-branding campaign that would reposition of the company as edgier, modern and more attractive to the younger and less traditional generation of martial artists.

We took the opportunity to launch the “Will to Win” campaign. A campaign hat not only helped change Macho’s image, but garner industry awards. Including Best of Show.

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