A custom card game for the athletic training community — proof that B2B marketing doesn't have to look like B2B marketing.
Athletic trainers have a famously dark, tight-knit sense of humor forged in taping stations and sideline chaos. Cards Against Athletic Trainers met them there: a custom party card game filled with inside jokes only ATs would get, turning Perry Weather from a vendor into part of the community's culture.
Card content written from the real, unfiltered vernacular of the athletic training world — specific enough that outsiders wouldn't get half the jokes. That specificity was the point.
A real, printed, shippable card game — not a PDF. The tactile product made it a conference table centerpiece and a genuine keepsake.
Social rollout and giveaway mechanics that turned recipients into photographers and posters — the audience generated the campaign's content.
Demand from the community drove a second edition with fresh cards, converting a one-off stunt into a running franchise.
Prompt cards on top, responses on the bottom. Hover a row to pause it and take a closer look.
The game became a calling card for Perry Weather's brand voice in the AT community — the kind of campaign people ask about at conferences. It seeded organic social conversation and warmed the exact audience the AT Excellence Award and education vertical content builds on.