The TRU-CLIP Connector introduced a category-defining innovation in climbing safety.

With only prototypes available, the launch strategy relied on a phased rollout that revealed the pain point, positioned TRU-CLIP as the solution, and validated its impact.

The campaign transformed TRU-CLIP from concept to industry necessity, selling out every email push, generating distributor demand, and establishing market credibility before full release.

*Originally planned as a two-product launch, the project pivoted to focus solely on TRU-CLIP after the TRU-ALERT release was delayed, requiring adjustments to strategy and rollout.