Dragonfly 7: Made In America
In 2017, Epoch Lacrosse took a bold leap—bringing its manufacturing back home to the United States. This wasn’t just a supply chain decision. It was a statement. With the launch of the Dragonfly 7, we opened the doors to a new facility in Roseville, Minnesota, signaling a shift not only in how we make our products, but in how we define our identity. This moment was about more than efficiency—it was about aligning our future with the athletes we serve and setting a new tone for the brand.
The Visual Concept: Technology you can see and feel
To visually reflect this shift, we needed more than product photography—we needed energy. The Dragonfly 7’s aesthetic was built around motion, power, and performance. Drawing inspiration from high-performance gear across sports like cycling, basketball, and football, we introduced sharp, angular visuals and dynamic lighting that emphasized speed and strength. Every design choice was intentional: a bold color story, subtle patriotic cues, and sleek finishes that visually connected the product to its place of origin—without saying a word.
Visual StoryBoard For Video
The video campaign extended this visual world, bringing the Dragonfly 7 to life through story-driven cinematography. We crafted a narrative that mirrored the journey of the shaft itself—from the precision of its engineering to the intensity of gameplay. Scenes transitioned from close-ups inside our Minnesota facility to on-field moments, capturing both the humanity and performance behind the product. The pacing was deliberate: building tension, then release—just like the product. It became more than a launch video—it was a heartbeat for the campaign.
The Product: Innovation That Redefined Lacrosse
At the core of everything was the product. Dragonfly 7 wasn’t a redesign—it was a reimagining. With U.S.-based production, our engineering and design teams collaborated more seamlessly, allowing for the introduction of a revolutionary dual-zone composite layup. One zone optimized for control, the other for power. This technological first gave players something they’d never had before: a shaft that adapted to the way they played, not the other way around. Performance became personal.
Dragonfly 7: This Is Your Brand
But innovation means nothing if it doesn’t resonate. That’s why the Dragonfly 7 campaign centered around ownership—not just by us, but by the players. We designed every brand touchpoint to feel like an extension of the athlete: bold, confident, unapologetically American. The visual and verbal language leaned into authenticity, aiming to create a product that felt not only elite, but earned. Because when a player picked up a Dragonfly 7, they weren’t just holding a new shaft—they were holding their story.
Made In America: More Than Just A Tagline
That story carried weight. “Made in America” wasn’t a tagline—it was a promise. A promise of craft, of transparency, and of investing in something bigger than profit. Our campaign leaned into this with behind-the-scenes video, showcasing the heartbeat of our Roseville facility, the makers, the materials, and the meticulous care behind every shaft. These moments gave players something rare in sports marketing: a real look at what goes into the gear they trust. And in turn, it sparked deeper trust in us.
Online sales - The BTB Funnel
With momentum building, we turned attention toward accessibility. We partnered with leading retailers—both niche and mainstream—and developed a focused BTB (business-to-business) funnel that drove traffic from product storytelling directly to point-of-sale. Through custom landing pages, rich media, and streamlined buy paths, we gave customers an experience that mirrored the ethos of the Dragonfly 7: clean, intuitive, and built to perform. The result was increased conversion and greater brand visibility across channels.
Dragonfly 7 Press
As final amplification, we pushed the campaign into the public arena. A coordinated media strategy tapped both endemic lacrosse outlets and broader sports publications, ensuring the story reached every corner of the community—from die-hard players to casual fans. Coverage in Athletic Business, Lacrosse All Stars, and player-run content hubs fueled online buzz and positioned Epoch as not just a brand innovating product—but redefining what it means to be a modern, American sports brand.
