Colgate Unveil Hear Gear, Bringing Inclusivity to AFL for Deaf and Hard of Hearing Athletes via VMLY&R and Steeden

Colgate and VMLY&R have partnered with Steeden to develop 'Hear Gear', a protective headgear equipped with specialised technology to assist Deaf and hard of hearing Australian rules football players with hearing implants on the field. Ideated by VMLY&R and designed, tested and built by Steeden, Hear Gear helps to create a more equitable environment for hearing impaired athletes.

Traditional headgear is designed to sit flush against the head to protect the wearer. It absorbs impact, but in a Deaf and hard of hearing athlete’s case, it also absorbs the vibrations that carry sound to the hearing implant. Hear Gear uses a new mould, with a redesigned padding that both accommodates and channels sound to the hearing implant. The lines on Hear Gear represent sound that is now being channelled towards the ear.

To create a stronger player-to-player connection for Deaf and hard of hearing athletes and their teams, Colgate is funding the first production run of Hear Gear headgear via Steeden (the sole owners of its design) to ensure AFL players can enjoy the sport on a level playing field.

The launch of the Hear Gear project is part of ‘The Sound of a Smile,’ a recent campaign launched by Colgate and VMLY&R to raise awareness of the importance of inclusion and belonging in sport. The campaign featured Jamie Howell, a Deaf QAFLW athlete playing for Brisbane’s Yeronga Devil’s. Hear Gear is the third instalment of the campaign and comes just in time for the 2023 season.

Anthony Crewes, Marketing Director, Colgate-Palmolive ANZ said “Colgate believes that everyone deserves a future to smile about. To realise that promise we’ve worked with VMLY&R and Steeden to develop the Hear Gear project, as a truly meaningful expression of our ‘Smile Strong’ platform. The project is inspired by Jamie’s real- life experience and could have wide-reaching effects in Australia.

Now, we have moved from telling stories to actively creating them!”

Paul Nagy, CCO VMLY&R AUNZ said “We are so fortunate to work with a brand that doesn’t just talk about optimism, they do things in the real world to create it. It’s a connected brand really having a positive impact. Hear Gear is a simple tool that gives more Australians the ability to enjoy sport just like everybody else, and I’m proud to have been a part of it.”