Nike Bauer - Getting inside the game

Despite buying Bauer some ten years before, by 2005 it was clear that Nike's formula approach to sports marketing was not working in the hockey category where it was still consider an outsider by hockey purists.

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,...

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