SBD/October 11, 2013/Marketing and Sponsorship

Andrew Luck Teams With Tech Startup MC10, Maker Of Concussion Warning Device

MC10's Reebok Checklight is a skullcap with sensors that fits under a helmet
Cambridge, Mass.-based tech startup MC10 on Thursday announced that Colts QB Andrew Luck is "joining its 'Sports Advisory Board,'" according to Sean Gregory of Luck gets "an equity stake in the company," though neither side would reveal the size of the stake. MC10 makes "stretchable, ultra-thin computer chips that can attach unobtrusively to clothing, or even your skin." MC10′s first commercial product, which was released in July, is "particularly relevant to football." The Reebok Checklight -- MC10 "teamed up with the footwear and apparel company -- is a skullcap with sensors, that fits under a football helmet" and displays the severity of impacts. Both Luck and MC10 "see the product as most beneficial to younger players, who don’t have access to the same on-field medical expertise as the pros." The Colts this off-season signed QB Matt Hasselbeck who was already on MC10′s sports advisory board and "got Luck interested" in the company. Luck "realizes that deals like this are often a PR move -- star player lends his face, takes his cash, and is done with it." But he "promises that he’ll be involved in company meetings and decisions, come the off-season" (, 10/9). Luck said, "I talked to my agent and my dad early on in the process and I said let’s be creative and think about some of the things that are outside the box and specifically to MC10, it’s an outlet for some of the creative thinking that I miss from my college days and what they are doing with the health and safety in sports, I think I can help and hopefully prove that and hopefully help them continue to do good things" (, 10/10).
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