Carbon #ProtectItAll Campaign Wins Two 2019 Marketers That Matter® Awards

May 13, 2019

Carbon is excited to share that our #ProtectItAll campaign won two 2019 Marketers That Matter® (MTM) awards in both the Marketing Campaign and the Driving Growth categories. Presented by The Sage Group and sponsored by The Wall Street Journal, the Marketers that Matter Awards recognize marketing initiatives for their innovative approach, company impact and measurable results. These awards are recognition of our strong partnership with Riddell and, most importantly, show how true collaboration and innovative marketing can be used to help our customers succeed.

Carbon Marketing Team at 2019 MTM Gala
Carbon Marketing Team at Marketers That Matter (MTM) Gala 2019



Carbon and Riddell have a shared belief in using the power of technology to advance innovation. We partnered with Riddell to advance the state-of-the-art in head protection and to increase awareness around the important topic of protecting our players. Through the #ProtectItAll marketing campaign, Carbon was able to cut through the noise of the Super Bowl, successfully introduce the Riddell Diamond helmet powered by Carbon, and most importantly, share our dual belief that technology can and should be used to protect what we love.



Driven by our love for football, we wanted to inform and inspire others by celebrating the athletes and their commitment to give everything to their team + communities. By asking people to join in on the #ProtectItAll conversation, we were able to tap in to our culture’s heartbeat and create a strong brand moment for Carbon by taking a stance around a sport we love. As a result, the campaign is considered one of the best performing spotlight campaigns in Twitter history with a 95% positive/neutral sentiment and nearly 7 million engaged views of our video series.

The campaign also led to the rise of a new “must-have” helmet ingredient: digitally manufactured, impact-absorbing lattice liners. This innovation has not only drove business growth and opened up a new market for helmet liners, it has also created an entirely new replacement for foam that can improve performance across all sports through technological innovations. The helmets were used by select players on most NFL teams during the 2018 season and will be commercially available on a limited basis at the elite level starting in 2019.


''I’m very proud of what our team accomplished with the #ProtectItAll campaign...By not shying away from the issues, but boldly showing how our technology is accelerating helmet innovation and improving player protection, we were able to create a strong brand moment that accelerated growth for our business.''

Dara Treseder

CMO, Carbon


Carbon is grateful to celebrate our partnership with Riddell that made this incredible honor possible. For more information about the Riddell Diamond Technology, please visit and

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