It wasn't our mad lacrosse skills that won us this piece of business (trust us). It was a campaign that positioned a storied, powerhouse brand away from the loud, style-over-substance work that was infesting the category. Brine has long been the brand of elite college teams and pros as well. For them, it's known as the choice for those with the character of a team captain- the guys who put team first and who talk softly but carry a big stick. Our #everyvictoryearned campaign took that message to the masses.