ONEX50 was inspired by a team of former professional cheerleaders who wanted to give back to their community. Observing cheerleaders perform at thousands of competitions over time, the founders observed much dissatisfaction with other professional hairspray brands (many of which were unable to hold athlete’s coiffures during high-velocity performances). The founders then concluded a better product could be made. After years of perfecting their formula, the team approached Claibourn with the challenge to design a unique brand identity for their flagship product. The final brand direction was inspired by the competition mat, used in the field of competitive cheer-leading; Thus a star brand was born.