Kevlar created the body armor category but had not had a major innovation in 50 years and subsequently lost market share to key competitors. Not only that, but across the category, body armor was often seen as cumbersome, distracting and had “fit” exposure points. After years of development, Dupont Kevlar had created a revolutionary product to innovate the category and reinvigorate their brand. Introducing Kevlar EXO, the most versatile and flexible body armor product on the market.

EXO eliminates distractions, so you can keep your mind on the mission. The ask was to find to the emotional benefit of what flexibility brings to the category.

The Power of Flexibility — Fits the body. Frees the mind.

There are times you have to be able to adapt to what life throws at you — quickly and effortlessly. This has never been more true than in the defense segment. Military and law enforcement officers must be ready for whatever life throws at them. From sitting to sprinting and crouching to jumping — they have to be ready for it all at a moment’s notice. It’s a grueling job. They need to be able to move comfortably, but they also need lifesaving protection. Compromises cannot be made. It’s imperative to have both.

With Kevlar EXO, we realize the true power of flexibility — it’s a second skin. It's able to stop a bullet AND it's able to move with you. The form fitting armor allows you to fully tap into the potential within you because there’s a state of flow that becomes available when you aren’t distracted by the rigidity of what you are wearing. It allows you to be more agile, to think quicker, to be more confident, all while knowing you are protected with the best armor possible.

Initial results are still rolling in, but include over 10K site views and hits the first day of launch, a rough +65% increase from any other DuPont launches.

The press release was picked up 394 times / and had roughly 400 engagements.