Sporting the DJO Brand
Talk about brand association. For the last six years or so, DJO Global has amassed quite an impressive collec- tion of celebrity athlete endorsements—the fruition, no
doubt, of a well-crafted plan to capitalize on the idolized view
Americans have of their sports idols.
The orthopedic device manufacturer
puposely has aligned itself with athletes who fully embrace the qualities of
its various brands: The proponents are
more than mere achievers—they are
non-traditional thinkers with tremendous drive, determination and a laser-like focus on winning.
DJO’s celebrity lineup reads like a
Who’s Who list of international sports.
At the top is seven-time Grand Prix motocross world champion Antonio“Tony”
Cairoli, whose record is surpassed only
by retired racer Stefan Evers, with 10
championships and 101 victories.
Cairoli is devoted to both the Defiance knee brace (marketed under the
DonJoy brand name) and the Compex
neuromuscular electrical stimulation device (NMES). The latter product allows
athletes to customize their training, exercise more muscle fibers
in less time and recover more quickly from workouts—benefits
verified by Canadian freestyle skier Kristi Richards (a gold, silver,
and bronze mogul medalist) and the Jelly Belly U.S. professional
men’s cycling team. Richards credits the Compex device with
helping expedite her recovery from small injuries, while the Jelly
Belly racers (sponsored by the popular candy company) claim it
minimizes the effects of strenuous training or races.
The Defiance brace, DonJoy’s flagship product, is designed
specifically for high-collision sports. It is the strongest of DJO’s
functional braces (yet lightweight), incorporating technology
to both support various knee instabilities and protect the vulnerable anterior cruciate ligament (ACL). Since its 1992 introduction, the Defiance brace has become a dominant force on
U.S. gridirons: More than 80 percent ( 22) of the Associated
Press Top 25 college football teams use the brace, DJO notes.
Cairoli has depended on Defiance for the last five years. “I
had just suffered a torn ACL in my left knee,” the 28-year-old
recalled in an article on DJO’s website. “DonJoy’s Defiances
gave me the confidence to ride at full speed after my accident.
Combining the protection from my DonJoys with the extra
strength in the medial head of my quadriceps from using my
Compex, I have managed to keep injury-free ever since. I don’t
ride without my DonJoy braces...”
French mountain biker Cedric Garcia felt the same way after
crashing into another rider while practicing for the World Cup
Downhill semi-final in 2009. Unable to stop his bike in time, the
36-year-old lost control of his front wheel and“totally destroyed”
his knee. The Armor brace (featuring a steel-reinforced hinge
plate for additional strength) helped restore Garcia’s confidence
in the initial weeks after his injury.
“I received the knee brace before I
went to the World Cup and after each
practice I felt more and more confident,
DonJoy’s testimonials are not limited to the biking and motocross worlds, though. Former National Hockey League player
Mattias Erik Timander and the United Kingdom’s Ultimate Fris-
bee Team are DJO disciples as well. Donning Aircast AirSelect
Walking Boots and DonJoy knee braces, the frisbee team took
fourth place in two World Championship divisions and fifth
place in three others, securing a place in the 2009 World Games
in Taipei, China. Timander, a former player for the Boston Bru-
ins, Columbus Blue Jackets, NY Islanders and Philadelphia
Flyers, was a fan of the Defiance III brace before his 2013 re-
tirement. The 6-foot, 2-inch, 227-pound Swedish champion
injured his right knee medial collateral ligament in 2006.
“DonJoy braces give my knees the extra stability I need and
the confidence to keep putting a 100 percent effort into my
game,” he said.
Spoken like a true champion. —ODT Staff
Seven-time Grand Prix motocross world cham-
pion Antonio “Tony” Cairoli (seen here after his
2013 win) uses DJO Global’s Defiance knee
brace and Compex neuromuscular electrical
stimulation device to enhance his training.
Image courtesy of Dirt Bike Magazine.