Kevlar went from the material in bulletproof vests to the stuff inside BMX bikes, skateboards, and big wave surfboards. NASA even put it in their space suits. So the brand known for safety was saying their products were so good you can push the boundaries.

FIRSTLY, Kevlar trademarked my tagline, “Dare Bigger.” Woot! Woot!

Then we partnered with ESPN and became a sponsor for the X Games in Austin and rolled out the Dare Bigger campaign. It included short films, a web series, hashtags, digital activations, and social media, along with loads of signage around the games. The result? Awareness of Kevlar skyrocketed.

The manifesto that sold the idea:
"The world is full of limits. People, fear, even physics will tell you the stuff you want to do isn’t possible. They’ll say you can only go this FAR, jump this HIGH, or reach THIS speed. They will dare you. With DuPont Kevlar, you can dare back. And DARE BIGGER."