Speed Stick GEAR — Reigniting a Legacy

The Challenge

Speed Stick was losing steam. Once a dominant force in men’s grooming, the brand had seen years of decline and an aging consumer base. With innovation flatlining and relevance slipping, we had a bold mission:
Modernize the brand. Attract younger consumers. And prove we still had the grit to compete.

The Opportunity

We launched Speed Stick GEAR, a premium sub-line featuring breakthrough sweat-control tech—our chance to reframe Speed Stick as a brand for guys on the move, in moments that matter most.

The Strategy

We brought the new positioning—“Moments That Matter”—to life with an unexpected cultural play: a partnership with NASCAR rookie Cole Whitt, a rising star with everything to prove. Through Cole’s journey, we launched the #DefyTheDoubt campaign, positioning Speed Stick as the go-to for men chasing their next big moment.

The Results

• Significant in-store traffic, beating forecasted velocities across retailers

• 50M+ earned media impressions from PR stunts, media coverage, and influencer integrations

• Elevated brand perception among younger males

• Sparked internal momentum for broader brand modernization initiatives