In the competitive world of sports gear, innovation is key. SafeJawz, the pioneering mouthguard brand, has spent over a decade disrupting the industry with its unique approach to protection, comfort, and design. Co-founded by Ewan Jones and George Dyer, the company has evolved from a university startup into a global leader in the market, challenging industry giants and redefining what athletes expect from their protective gear.
The Birth of a Game-Changer
SafeJawz was founded twelve years ago when Jones and Dyer, both sports enthusiasts and entrepreneurs, identified a gap in the market. While other sports equipment was evolving with technology and customization, mouthguards remained largely unchanged—functional but uninspiring. Recognizing this, they sought to bring personality, comfort, and enhanced protection to a product that athletes often viewed as an afterthought.
The company’s mission was simple: to create mouthguards that people actually wanted to wear. By introducing customization and vibrant designs, they added a new level of engagement, making safety an exciting part of sports gear rather than just a necessity.
From University Start-Up to Industry Leader
Like many entrepreneurial journeys, SafeJawz started small. Jones and Dyer experimented with various sports ventures before zeroing in on mouthguards. They initially gained traction through grassroots efforts, including pop-up shops at rugby events and an online sports store. The slow but steady growth took a sharp turn after the COVID-19 pandemic, when the brand’s visibility skyrocketed. SafeJawz is now competing head-to-head with industry leaders, proving that creativity and innovation can disrupt even the most established markets.
The World’s Most Expensive Mouthguard
One of SafeJawz’s boldest marketing moves was the creation of the world’s most expensive mouthguard for social media sensation and boxer KSI. Leading up to KSI’s fight against Tommy Fury, the company designed a mouthguard adorned with 108 diamonds, gold leaf, and a custom display box with LED lighting. The extravagant piece shattered the previous record of $50,000 and gained widespread media attention. Beyond its luxury appeal, the stunt was a clever branding move, reinforcing SafeJawz’s position as an innovative and unconventional industry leader.
A Superhero Collaboration: Marvel x SafeJawz
Another milestone for SafeJawz was securing a global licensing deal with Marvel, allowing them to produce superhero-inspired mouthguards. Jones and his team recognized the natural synergy between athletes and superheroes—both undergo rituals to prepare for battle. The idea was initially met with scepticism, but Marvel later revisited the concept, leading to a collaboration that has since gained immense popularity. The Marvel-branded mouthguards have not only broadened SafeJawz’s appeal but also opened doors for further licensing opportunities.
Scaling Up and Expanding Globally
SafeJawz’s growth trajectory has been impressive. Recognized as the 16th fastest-growing founder-led company in the UK and a recipient of the prestigious King’s Award for Enterprise in international trade, the brand is setting new benchmarks in its field. With an increasing global presence, Jones and his team are focused on deeper market penetration, product innovation, and continuous expansion into new territories.
The Future of SafeJawz
With a clear mission to become the world’s leading mouthguard brand, SafeJawz is showing no signs of slowing down. The company’s commitment to innovation, strategic partnerships, and global expansion positions it for continued success. What started as a niche idea has grown into a movement—one that is redefining how athletes approach safety and style in sports gear.
As SafeJawz continues to push boundaries, one thing is certain: the future of mouthguards has never looked brighter.
