Rob Vito has built a reputation as a smooth salesman since he began making military-grade protective gear for athletes more than a decade ago.
He once had someone smash a Louisville Slugger across his chest to prove his confidence in one of his products.
He personally guaranteed that Michael Vick wouldn’t reaggravate his bruised ribs while wearing a custom-fitted protective vest.
He often casually brings up that his company has outfitted everyone from Tom Cruise to Tony Romo to the Pope.
And yet for all Vito’s marketing savvy, it isn’t a catchy slogan or publicity stunt that did the most to elevate his company’s stature.