Lacrosse Warrior: Promiscuous Past


Lacrosse Warrior: Promiscuous Past“It’s no secret that Warrior lacrosse pushed the limits of taste and truthfulness in its advertising efforts over the years. Utilizing negative advertising along with references to drugs, prostitution, pornography, pimping, and general womanizing.” – John Weaver, 2004

Selling your soul for Sex, Drugs, & Rock n’ Roll

In 2003, Warrior released a new line of lacrosse shafts with names like “Day Trippin”, “Kind Green”, “Krown Royal”, and “White Lightening”. These obvious drug references weren’t limited to product names  either and Warrior’s ad campaign continued a similar “sex, drugs, and rock n’ roll” theme . The company was shamelessly trying hard to portray themselves as “cool” and “edgy” to high school kids across the nation regardless of the consequences.

Warrior was going all-out; touting sex, drugs and “coolness”, and not giving a crap about the impact  on the young kids who make up their customer base.  I am FAR from the morality police and enjoy non-PC ads just like the next guy. However, nonexistent in these ads was the sentiment of running company to grow the game.  Instead, the big wigs who greenlit this campaign were clearly willing to throw morals out the window as long as they made a quick buck.  If a kid was wearing a “W” logo, Warrior execs like Dave Morrow were getting paid. And we all know getting paid is the most important part, right?

In 2004, John Weaver, editor of, tackled this controversy and tore it apart. Stating,

“The inability of the folks at Warrior to create something original that doesn’t rely on the disgusting, perverse or simply immature is obvious”, he challenged parents and veterans of the game to ask themselves if this was what they wanted for the sport.

Was this the culture parents wanted their kids to be exposed to? In a smooth, sincere fashion, he exposed Warrior and called Dave Morrow, Warrior’s founder, out for his inconsiderate and inappropriate abuse of the game.

Why is this Lacrosse Warrior case relevant five years later?

I came across Weaver’s article yesterday afternoon right before heading out to a Superbowl party. Watching the game and the traditional expensive commercials, I wondered how the lacrosse community would want the sport portrayed if it had one $3 Million ad spot during the Superbowl.

What organization would we choose to represent the game?  Would we want a Warrior commercial? Brine? Nike? Gait? MLL? NCAA? MCLA? Inside Lacrosse?  Who would we hold up as the visual flag bearer of the game to a worldwide audience during the biggest sporting event of the year?

There are many right answers but I think we can all agree on one wrong one.  Warrior hasn’t shown they deserve to be in the limelight.  Unless, of course, there are Ninjas OR Gorillas involved.  Then I guess we might let it slide just a little.

Rejected Warrior Lacrosse Commercials

To dive deeper into this topic, check out John Weaver’s article here.  After you read it, tell me what you think.  Was he overreacting or did Dave Morrow deserve to be called a d-bag?  Who should represent our sport in the national spotlight?

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Jeff Brunelle
Founder of Lacrosse All Stars. A West Coast native and product of the MCLA, I moved back East after college where I truly fell in love with the game. I've dedicated my career to LaxAllStars since 2010, and I wouldn't have it any other way. I now live in my hometown of Boise, Idaho, with my wife Zoë, two dogs, and a baby girl expected to arrive around Championship Weekend this May. I'm a technologist at heart, I'm not into snow or the month of January, and one time I kind of stole a football from Gary Gait. Life is crazy busy, but it's worth it when you get to immerse yourself in the medicine of lacrosse every day. We are on a mission to Grow The Game® on a global scale by empowering storytelling by players, for players, and bridging the gap between lacrosse and the mainstream.


  1. Thanks for the link.

    In 2006 Warrior approached LOC (, a small production company based in Detroit, MI, to put together some concept videos for them. As you alluded to in your blog, Warrior’s videos were rather weak. The commercials were pretty much a bunch of frat boys sitting around talking about how cool they are (or lacrosse highlight clips); most of the commercials weren’t very entertaining, and at times, downright terrible.

    So we put together the aforementioned concept video for them in just a week. The ideas we circulated over dinner we’re simple:

    1. Stop trying to be so cool in your videos. Make fun of the sport and the pros a bit.
    2. Take it "out of the box." Every lacrosse equipment video does not have to be about lacrosse.
    3. Let’s use the lacrosse equipment as props in an unrelated skit or two.
    4. Shoot it as a training and fighting video. Use the lacrosse stick as a sword. Instead of a lacrosse player, you could go with a ninja, a crazy animal or comic warrior.
    5. Obviously, we are partial to communist propaganda, which would guide our thematic choices.

    Upon viewing the skits, the Warrior Lacrosse representative said that our ideas were not what they were looking for – a little too out of the box. To be sure, we were disappointed, but then again, we didn’t have high hopes that Warrior would make such a drastic change in their commercial themes. In order to not throw away all the work, we immediately decided to post the preliminary skits on our website as the rejection video you saw.

    Two years later, we have come to find out that these same 5 concepts are the focal points of new Warrior commercials. It looks like it took them a while, but they finally got around to our recommendations, even if they didn’t give us credit.

    Let’s just hope that Warrior doesn’t continue to pursue the communist propaganda route without giving LOC some real props. If that happened, we’d have to go after them like Stalin after Trotsky.

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