Sorry to single out Cold Steel, but they are the most prominent practitioners of using visually rambunctious demos of their product. Type in “Cold Steel Proof” on YouTube and you’ll know what I’m talking about. Stabbing car hoods, cleaving pig carcasses in twain, throwing shovels like tomahawks, etc. Not to mention running a near-constant martial arts clinic during Blade Show last year. It is a marketing decision for sure, but what does this say about their product?
In our own testing we’ve seen a mixed, but mostly positive bag. While Clay praised their Mackinac Hunter for its quality and the strength of its lock, he was also unimpressed by their Canadian Special. In my own experience, the factory edges that I have seen are some of the best out there, and I have kept one of their Special Forces Shovels in my camping kit for years. I don’t use it as a throwing weapon, but it is a stout piece of gear that is great to have by the campfire. Despite the general quality, I know people who won’t go near them on the basis of their demo videos.
Which brings us back to our question. How do you react to their marketing? Does it help or hurt their products to show them off the way they do. Campy entertainment, or knife-culture damaging schtick?