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, we were able to reverse a massive decline and rebuild the Bauer brand to regain its leadership position in sales and in the hearts and minds of hockey players.

BACKGROUND

What do you do when the most powerful brand name in sports actually works against you?