In September 2023, the city of Düsseldorf hosted one of the most inspiring and widely covered sporting events of the year: the Invictus Games Düsseldorf 2023. Over 500 wounded, injured, and sick service personnel and veterans from 21 nations gathered at the Merkur Spiel-Arena to compete in disciplines such as wheelchair rugby, indoor rowing, and seated volleyball. Among the 140,000 spectators were not only family and friends, but also high-profile guests like Prince Harry and Meghan, The Duchess of Sussex—garnering widespread media attention from outlets including BILD, BBC, CNN, Deutsche Welle, and Sportschau.
Behind this international media spectacle, another story quietly unfolded—one that would eventually lead to the founding of DEFCOM ONE, a veteran-led strategic communications unit with a clear mission: to elevate defense communications to an operational art.
The story of DEFCOM ONE begins earlier, in 2022, at The Hague during the Invictus Games Netherlands. At the time, the future founders were all active-duty members of the German Armed Forces, serving in strategic communications, psychological operations (PsyOps), and public affairs. Their paths crossed while working in support of the German delegation—and the chemistry was immediate.
They shared a mutual frustration: civilian agencies, however well-intentioned, lacked the military understanding necessary for effective defense storytelling. From that moment, the idea was born to one day launch a veteran-powered communications unit that could operate with the same precision, ethos, and clarity demanded by military missions. That vision would become DEFCOM ONE.
The Invictus Games Düsseldorf 2023, under the official motto “A Home for Respect”, became the true launchpad for DEFCOM ONE. As part of the core media and digital communications team, the founding members helped shape the public image of the Games - online and on the ground. Their integrated digital campaign reached over 1.5 million users, while on-site attendance shattered records with over 140,000 visitors.
The presence of global figures like Prince Harry, founder of the Invictus Games Foundation, and Meghan, The Duchess of Sussex, who mingled with athletes and supporters, brought further international spotlight. Media outlets like CNN covered the emotional opening ceremony, while BILD and BBC highlighted the unwavering spirit of athletes overcoming visible and invisible wounds. German outlets such as Sportschau and Deutsche Welle provided in-depth features and daily updates. This unprecedented visibility gave the DEFCOM ONE team the momentum and confidence to move forward with their mission.
DEFCOM ONE exists because the defense sector demands communication with purpose, precision, and authenticity. The experience at Invictus showed that narratives can be powerful tools—if crafted by those who understand the operational environment. Military communication is more than messaging—it’s a component of readiness, perception management, and even morale.
Civilian PR firms may know branding, but they often fail to grasp the nuances of military structure, chain of command, or the tactical implications of poorly framed public narratives. DEFCOM ONE fills that gap—offering defense-first communication strategies built on real-world experience.
At Düsseldorf 2023, DEFCOM ONE’s future team orchestrated stories of courage, recovery, and resilience. These weren’t just feel-good pieces; they were strategic narratives. Every photo shared, every caption published, and every video edited had purpose. The team ensured that media across languages and continents covered the Games in a way that upheld military dignity while promoting the core values of the Invictus spirit: respect, recovery, and rehabilitation.
Through their work, the team witnessed firsthand how communication can influence public perception, build trust, and reinforce alliances. These aren’t abstract ideas—they are tactical advantages.
The core principle behind DEFCOM ONE is simple: only those who’ve worn the uniform can truly speak for those who still do. As veterans and former soldiers, the founders understand the stakes. From rapid response in crisis communication to developing long-term strategic campaigns for defense institutions, DEFCOM ONE operates with mission clarity.
Just like on the battlefield, every word, every image, and every message matters.
Today, DEFCOM ONE offers services across the full spectrum of strategic communication, crisis PR, military media training, information operations, and narrative shaping. Rooted in military professionalism but fluent in modern media ecosystems, DEFCOM ONE is already supporting public institutions, defense ministries, international events, and veteran organizations.
And it all started at an event built on hope, healing, and heroism—the Invictus Games.
The success of the Invictus Games Düsseldorf 2023 didn’t end on the track or in the pool. For the team behind DEFCOM ONE, it was the start of something bigger: a mission to defend how we talk about defense. Backed by veterans, born out of service, and inspired by the global Invictus community, DEFCOM ONE is here to redefine strategic defense communication—with the same commitment, discipline, and resolve that define military service.
