Client Impact

Cool Under Fire


Focus: Protecting The Professionals Who Keep Us Safe

Wearing traditional industrial protective clothing often deterred professionals from effectively performing their important tasks. These jobs require garments that provide protection from fire and other hazards in compliance with workplace safety regulations. Through a collaborative relationship, Maddock Douglas and DRIFIRE created a new brand, a new product line and a new consumer positioning for a line of fire resistant clothing used by the military, firefighters and other high-risk professionals that allows professionals to perform at their highest level of efficiency and effectiveness.


  • Helped launch a new brand and category of clothing
  • Created a healthy pipeline of new products
  • Generated 4x sales growth in the first two years
  • Helped to penetrate three new distribution channels
  • Avoided a costly investment in the wrong technology


Maddock Douglas helped DRIFIRE reimagine their sales strategy, essentially shifting from a product marketing sales strategy focused on technical attributes and specifications to a customer experience, story-based and brand leadership strategy. Informed by consumer research, Maddock Douglas’ involvement prevented significant financial loss for the company by avoiding an imminent and sizeable investment in product technology for which the market was not ready.

DRIFIRE is now the leading brand of flame resistant fabrics and flame resistant work wear for military, fire protection and other at-risk professionals. DRIFIRE garments provide the optimal combination of moisture management, flame resistance and comfort.

“The research and new product work MD did for this brand was fundamental to our surge in growth and brand awareness. They delivered the perfect balance of insight, proven process and creativity.”  —CMO, DRIFIRE/Sterling Partners

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