Nike Bauer – Getting inside the game
Olson, Minneapolis
SUMMARY
What do you do when the most powerful brand name in sports actually works against you? You reassess—look past the tried-and-true Nike formula—and leverage what you've got. We had Bauer, a sacred but dated hockey institution. We united Nike and Bauer and created Nike Bauer, a brand that stood a chance. To capitalize on this opportunity and win the hearts of the hockey community, we needed to get inside hockey, a sport where you are either an insider or an interloper. By learning the language and living inside the game,...