Want a sure-fire recipe for success? Try this: Create a breakthrough product that meets a global need and then have Will Smith make a blockbuster movie about said need that will send people running to stores ready to melt their credit cards. That’s the lucky star that Unequal Technologies will be under this Christmas when the film Concussion is released, and parents exit theaters fearing for the safety of their little athletes. Unequal Technologies, the protective headgear company whose technology has become a mainstay in NFL and NHL helmets, will be happy to let Hollywood do the heavy lifting while it reaps the collateral rewards of being the right product at the right time in a concussion-centric public consciousness. Unequal Technologies is currently the only headgear company to pass the rigorous testing of the ASTM, a global safety standards organization.
Will Smith’s tacit endorsement of Unequal Technologies’ products is actually the company’s second media coup of the year – US Women’s National Soccer Team defender Ali Krieger donned Unequal’s Halo headgear on her way to winning the World Cup in Canada this summer. But of course the Will Smith Hollywood blockbuster will be exponentially bigger in educating (and frightening) the public on the dangers of sports head injuries. Smith’s portrayal of real-life forensic pathologist, Bennet Omalu, the doctor who – to the chagrin of the NFL – shined a bright light on the long-term effects of concussions, is already being touted as Oscar-worthy. If and when Smith gives his acceptance speech, no one will be cheering louder than Unequal’s shareholders.