As an upstart in the sporting goods universe, Warrior relishes its role as renegade and disruptor. Warrior partnered with Select to bring that attitude to life, to win mindshare in a highly competitive space and to develop shareable content for its core consumer – the teenage, male, team-sport athlete. From broadcast commercials to web product videos, Select conceived, wrote, produced and activated hundreds of videos for Warrior.

Rabil TV Spot

As the undisputed king of men’s lacrosse, Paul Rabil is a star that transcends the sport. Rabil represents not only a Warrior brand ambassador, but a partner innovating better gear. In this TV spot, we wanted to celebrate the idea that success is the result of hard work, mundane repetition and relentless self-improvement. The millennial audience is savvy – they know when a brand is trying to sell them something, so you better connect on a level that entertains or inspires.


When Warrior was launching its first lifestyle shoe, the brand was looking for a way to communicate the story in a unique and disruptive way. We developed ‘Epic Summer Day,’ filmed in one day, an aspirational ‘day in the life’ of a team-sport athlete, featuring the Warrior Coxswain. Each scene demonstrates the benefits of the Coxswain shoe, but with enough ‘yes please!’ to not only keep watching but encourage tagging and sharing among friends.


To demonstrate the unparalleled power of the Dynasty HD, we developed a spot for Warrior featuring Erik Karlsson of the Ottawa Senators. We partnered with award-winning director Eric Heimbold and filmed over one-day in Ottawa. The spot brings to life the idea that the HD’s flex and release can be transformative in the right pair of hands.

Covert QR1

Featuring NHLers Joffrey Lupul and Max Pacioretty, this is one video in a series of web releases we created to support the retail activation of Warrior’s latest innovation, the Covert QR1. To amplify the in-store activation at key accounts, Select developed the ‘Get Quick Challenge,’ where consumers could test their speed and accuracy in participating stores. The videos featuring Lupul and Pacioretty drove interest and excitement for Warrior’s core consumer.

Dynasty AX1

Working with Bruins captain Zdeno Chara, and the goalies of the Detroit Red Wings, Select and Warrior produced a TV spot timed with the release of the Dynasty AX1. At 6’9”, Chara is an imposing figure, known throughout the league as a defender who can change the game with a long range shot. Playing in the style of a b movie trailer, we created ‘Die Nasty,’ a goalie’s horror film. In one version, the puck hits the goalie and we see a giant explosion. In the ‘banned version,’ not approved by the NHL or suitable for TV, the goalie is decapitated. The ‘banned version’ was quickly picked up by Yahoo Sports and other sites and provided additional legs for the Dynasty campaign.

Rabil Next collection for Dick’s Sporting Goods

To support the launch of Warrior’s Rabil Next Collection, we developed exclusive content for key retail partner, Dicks Sporting Goods. In addition to videos that highlighted the products and consumer benefits, DSG also received quick instructional videos, led by Rabil and aimed at the entry-level youth lax player.

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