Bordainick describes Overdrive as a 'lifestyle and CPG brand for harm reduction and drug safety.' It's a far cry from the 'just say no' approach of D.A.R.E.
Rather than focus on product, Overdrive is marketing its brand identity, leaning into a relatable but hardcore vibe that's as comfortable at a late-night DJ set as an extreme-sports event.
In the U.S., more than 112,000 people died from overdoses last year, and fentanyl poisoning has become the leading cause of drug-related deaths.
The kits launch today for $12.99 on Overdrive's website and on Amazon. Each includes five test strips, five water pouches, and five mini spoons.
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