To drive Airaid to capture its rightful place as engine enhancement category founders and obvious go-to – Soldier worked directly with the K&N Powerhouse brand management team to re-build the brand from the ground up, and the engine out. Soldier took Airaid from a products and engineering brand, to becoming the undisputed champions and emotional owners of all road adventures.


From innovators and engineers
Owning the category, target, and mindset of all road adventure.

Challenge: The Airaid brand had grown stagnant over the years and needed to be more distinctly defined within the K&N powerhouse of brands. The root DNA for an adventurous, supercharged modern brand was there, we just needed to breathe life into it and carve out an ownable path forward.

Strategic Approach: Airaid invented the game, together we simply needed to embrace the essence of the brand as the original automotive system hack. We clearly positioned Airaid at the center of the action with no limitations and embodying the brand’s deep rooted expertise at thriving on the outer edges of performance.

Through the following three identified strategic pillars, we crafted a distinct product narrative grounded in history, performance and continued innovation.

  • OUTVENTURE: Dedicated to the products that power outdoor drivers from mud to snow, and everything in between
  • PURPOWER: Our diesel engine filters that provide even more torque (and less environmental impact) for the toughest outdoor challenges
  • ROAD PROS: Away from the trail, take the spirit of adventure with you. Air filter technologies for black-top exploration

Solution: “Hack the Hood.”

We claimed direct ownership of the road less traveled, embodying the true spirit of adventure across full driving experience.

We acknowledged that garages aren’t just for fixing your vehicle. They’re for creating the ride of your dreams. Hood hacking is Airaid’s philosophy that engines are just a starting point, ultimately meant to be transformed. Through hacking the hood, Airaid gives engines that extra boost to power drivers on to even greater adventures.

BOS tm Deliverables

  • Business and Creative Strategy
  • Business Modeling
  • Market Research
  • Consumer Identification
  • Precision Positioning and Brand Strategy
  • Product Design & Development
  • Logo Design
  • Packaging Design
  • Creative
  • Collateral
  • Brand Voice
  • Copywriting
  • Photography and Video Direction
  • Merchandise
  • Crowd Funding
  • Connected Commerce
  • UI/UX
  • Web Design
  • Web Development
  • Retail Strategy and Execution
  • Social Media Strategy
  • Funnel Optimization
  • Collabs
  • Attract the Market Strategy