Who made Ray Lewis' massive arm brace? DonJoy, a division of DJO Global.
Super Bowl advertisers spent about $4 million for each 30-second spot during the big game Sunday, but 1 medical device company scored far more airtime with some pretty savvy product placement on 2 of the game's biggest stars.
DonJoy, a division of Vista, Calif.-based DJO Global, outfitted both Baltimore Ravens linebacker Ray Lewis and San Francisco 49ers defensive tackle Justin Smith with custom versions of its X-Act ROM elbow brace. Both players had suffered torn triceps earlier in the season.
Lewis, a surefire hall-of-famer, announced his retirement from the NFL prior to the playoffs. He, along with his arm brace, received a lion's share of attention before, during and after the game.
In October, the linebacker suffered an apparent season-ending injury by tearing his tricep, triggering speculation about how he returned so quickly from the injury. One high-profile story in Sports Illustrated last week alleged that Lewis used a banned substance to hasten his recovery.
Nevertheless, Lewis recorded 7 tackles during the Super Bowl and took home the Lombardi Ttrophy for the 2nd time in his career.
San Francisco's Justin Smith partially tore his tricep in week 15 of the NFL season, but still recorded 3 tackles in the Niners' loss to the Ravens last night.
DJO Global officials took a moment or 2 to spike the ball on the company's victory.
Brian Moore, DJO's director of sales and marketing, tweeted about the company's coup a few times during the playoffs, writing "Congrats to Ray Lewis, Justin Smith and their DonJoy Custom Elbow Braces!!!!!"
DonJoy also tweeted a link to an ESPN video released ahead of the game showing a company representative discussing the braces the players wore.