Bauer Hockey: VAPOR X – 60 Stick
Brand/Client: Bauer Hockey, Inc.
Primary Agency: Olson
Last year, Nike sold BAUER Hockey.
With one sudden swoosh, away went the Swoosh—and the massive budgets that come along with being backed by a marketing juggernaut. BAUER would now have to face off against superbrands like Reebok all by itself. It would have to learn to stand on its own two skates.
The good news was that we had a revolutionary new stick (the goal-scoring, lamp-lighting VAPOR X:60) to launch, and we were the most authentic name in the game. The bad news was that everyone else in the category had a new stick to launch, too; they had the budgets to scream a whole lot louder than us; and the name "BAUER," though synonymous with hockey and all its traditions, was also perceived by players as being a bit outdated. To make matters worse, the economy wasn't doing anyone any favors, especially hockey families—who already have to shell out hundreds, if not thousands, of dollars for their kids' gear every year.