Special.

In sports, it’s the ultimate compliment. But when it comes to athletes with disabilities, the definition changes. Actually, 72% of people have heard the word special used as an insult. We wanted to restore the true definition of Special and reclaim it for Special Olympics athletes. And make it a word anybody would be proud to wear on their chest.

We made a sweatshirt that went viral. Damian Lillard and Michael Phelps, along with dozens of other professional athletes wore one. We also made a film featuring sports journalist, Stephen A. Smith. And created billboards of Special Olympics Gold Medalists wearing the Special sweatshirt in Times Square.

The sweatshirts sold out on Special Olympics website and quadrupled their all time sales.