ORB Innovations Bets on Bijan Robinson to Launch the Smart Mouthguard Era
ORB Innovations launched the My Why campaign in October 2024 in the United States to introduce the ORB Sport Smart Mouthguard, a first-of-its-kind wearable device that monitors more than 20 physiological and biomechanical metrics — including heart rate, movement, and impacts — while protecting athletes against dental injuries such as fractured teeth.
The campaign centres on Atlanta Falcons running back Bijan Robinson, an ORB Sport athlete partner whose personal relationship with data-driven training gives the creative platform its emotional spine. The governing line — "We are the new guard" — functions simultaneously as product positioning and cultural declaration, signalling that serious athletes in contact and combat sports are entering a new era of performance intelligence. Robinson is shown across an intensive training day, the ORB Sport device in his mouth, narrating how the mouthguard allows him to track every step and monitor every hit, translating raw physical effort into actionable performance data.
The campaign ran across broadcast and digital channels in the United States, including both organic and paid social media, giving it reach across traditional sports audiences and younger, digitally native athletes. Agency responsibilities were distributed with precision: TMA handled creative, Zimmerman managed media, Ketchum led public relations, and Stadium took on production duties, as documented by adsoftheworld.com. The multi-agency structure reflects the scale of ambition behind the ORB Sport launch — a product introduction designed to establish an entirely new subcategory within sports technology rather than simply compete within an existing one. Clapboard's editorial team rates the My Why campaign 63 out of 100.
ORB Innovations identified a structural gap in the United States sports technology market. Existing wearable devices — wrist-worn fitness trackers, GPS vests, and biometric patches — had normalised the idea that athletes should generate and own their own performance data, but no commercially available mouthguard had entered that conversation in a meaningful way.
The strategic insight behind My Why is straightforward: athletes in contact sports already wear mouthguards as mandatory protective equipment, yet that equipment had historically generated no performance intelligence whatsoever. By transforming a compliance item into a data-generating wearable device, ORB Sport creates a category rather than entering one. According to growthmarketreports.com, the global smart-mouthguard market was valued at approximately $678 million in 2024 and is forecast to reach $2.34 billion by 2033, growing at a compound annual rate of 17.2 percent. North America represented approximately 42 percent of 2024 smart-mouthguard revenue, equating to roughly $285 million, per growthmarketreports.com — a figure that anchors the United States as the most commercially significant geography for this product's initial launch phase.
The campaign's choice of Bijan Robinson as its face reflects this strategy directly. Robinson plays a position in professional American football that is defined by physical metrics — yards per carry, acceleration, contact absorption — making him a credible embodiment of the product's promise. Competitors in the broader wearable device space, including Whoop and Garmin, have established consumer habits around continuous biometric monitoring, but neither addresses the specific physiological and biomechanical demands of collision-sport athletes in the way a mouthguard-mounted sensor can. ORB Sport's campaign uses Robinson's credibility to make a product that sounds novel feel immediately necessary to the audience it is addressing: performance-oriented athletes across football, hockey, basketball, lacrosse, rugby, and combat sports in the United States.
TMA built the My Why creative around a deceptively simple structural decision: let Bijan Robinson narrate his own conversion. Rather than presenting the ORB Sport Smart Mouthguard through product demonstration or expert testimony, the campaign is constructed as Robinson's first-person account of what changes when an athlete can see his own data in real time.
The 30-second commercial, as documented by Little Black Book, follows Robinson through an intensive training day, with the visual grammar of high-performance sports filmmaking — tight cuts, physical immediacy, the texture of effort — grounding the technology in athletic reality rather than consumer electronics abstraction. Robinson's quoted statements carry the creative weight of the piece. As reported by lbbonline.com, he stated: "I can track the data and see what I'm doing and not just have to ask a sports science guy, but I can have it for myself." That line does considerable strategic work: it democratises performance science, positioning the ORB Sport device not as a team resource filtered through specialists but as personal intelligence belonging to the athlete.
A second Robinson statement, also reported by lbbonline.com, extends that idea into the product's longer-term value proposition: "It's helping me improve on the field every single week, and two, three years ago, I would never say that a mouthpiece would help me improve on the field." The retrospective framing — a professional athlete expressing genuine surprise at a category shift — is more persuasive than any scripted endorsement because it acknowledges the scepticism the audience is likely to share. Stadium handled production on the campaign. Full creative credits beyond the agency roster of TMA, Zimmerman, Ketchum, and Stadium are not publicly documented in available sources, though the campaign was submitted to the public record by Roy Elvove, President of Elvove Associates LLC, as noted by adsoftheworld.com.
No independently verified post-campaign performance metrics for My Why — including reach figures, engagement rates, or sales lift data — are publicly available at the time of writing. The assessment that follows is therefore structural rather than quantitative.
The campaign launched on October 30, 2024, according to prnewswire.com, at a moment when the United States sports technology market was experiencing sustained consumer appetite for wearable devices that go beyond step-counting and sleep tracking. The multi-channel distribution strategy — broadcast, digital, paid and organic social — reflects a media approach calibrated to reach both the core contact-sport athlete audience and the broader sports-adjacent consumer who follows athletes like Bijan Robinson through NFL coverage and social media.
Structurally, My Why succeeds in its primary objective of category definition. The "We are the new guard" platform creates a memorable and ownable brand position for ORB Sport in the United States market, and Robinson's authentic testimonial language reduces the cognitive distance between a novel product concept and purchase consideration. The campaign's single documented media asset — the 30-second commercial — concentrates creative energy rather than diffusing it across formats, a discipline that typically improves brand recall in launch scenarios.
The Clapboard Score of 63 out of 100 reflects the campaign's clarity of purpose and smart use of athlete credibility, offset by the limited creative footprint of a single primary asset and the absence of verifiable outcome data that would allow a fuller evaluation of commercial effectiveness.
The ORB Sport Smart Mouthguard is a wearable device that combines dental protection with performance monitoring. It tracks more than 20 physiological and biomechanical metrics, including heart rate, movement, and impacts, making it the first mouthguard of its kind designed for contact and combat sport athletes across football, hockey, and other disciplines.
Bijan Robinson, Atlanta Falcons running back, is the principal athlete partner in the My Why campaign. Robinson narrates his personal experience using the ORB Sport device during training, explaining how real-time data access allows him to study his own performance without relying solely on sports science staff, as reported by lbbonline.com.
TMA created the My Why campaign for ORB Innovations. Zimmerman handled media planning and buying, Ketchum managed public relations, and Stadium was responsible for production. The campaign launched in the United States in October 2024 across broadcast, digital, and paid and organic social channels, according to adsoftheworld.com.
The ORB Sport Smart Mouthguard is designed for contact and combat sport athletes. Supported sports include football, hockey, basketball, lacrosse, and rugby, among others. The device is custom-made, providing both dental injury protection and performance data monitoring, positioning it as a wearable device suited to any sport where mouthguard use is standard practice.
North America represented approximately 42 percent of global smart-mouthguard revenue in 2024, according to growthmarketreports.com. The global market was valued at approximately $678 million that year, per the same source. The United States, as the dominant North American market, represents the most commercially significant geography for ORB Sport's initial product launch and campaign investment.
The My Why campaign by ORB Innovations holds a Clapboard Score of 63 out of 100. The score reflects the campaign's clear category-defining positioning and effective use of Bijan Robinson's athlete credibility, moderated by a limited single-asset creative footprint and the absence of publicly verified post-campaign performance data.
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