Fox is one of the most recognized global brands in extreme sports. The brand needed to improve the emotional connection with Guatemalan customers. To achieve that, we decided to talk about what extreme sports athletes love and hate the most: their injuries.

So we created Medal Of Courage. Extreme sport athletes have at least injured themselves once. That is why Fox decided to used their x-rays as media.

Also, all athletes who had suffer previous injuries or bone breakage, were invited to get to the shop with their previous X-rays as a coupon for a discount in their purchase and with it we gave them a medal of courage. Medal of Courage will now be replicated in all new stores in Central America.

We had free media coverage in massive communication local media, in TV, newspapers and specific extreme sports media. This is how a big audience in Guatemala got aware of the news of the medal of courage incorporated in the X-rays, giving the Fox Brand more awareness in Guatemala. In social media the recognized extreme sports athletes used the hashtag #MedalOfCourageFox. They were our spokesmen and viralized the news of medal of courage in the X-rays. We also used a media no one had used before, with an effective direct message that will be forever in their injuries file.

Extreme sports athletes suffer constant injuries or fractures so they go to the radiologist. We noted that in Guatemala some extreme sports athletes have had up to 25 broken bones in different parts of their bodies. That is why we introduced the medal of courage in the X-rays. At the moment that the doctor reads the X-ray in the light box, the medal of courage was displayed for him and the patient. What better media to communicate the recognition than in the X-ray.

Our main target are the extreme sports athletes of Motocross, MTB, BMX, Surf and Wakeboarding. But we had acceptance also in skates and people who don’t practice any sports.