2009 GOLD

LEISURE PRODUCTS & SERVICES

WHY WE PLAY

NIKE BAUER HOCKEY, BAUER HOCKEY

Steve Jones, Dir.-Global Brand Comm.
Monica James, Global Brand Mgr.
Luke Ventura, Digital Initiatives Leader
Ed Saunders, U.S. Mktg. Dir.
Darryl Hughes, Canada Mktg. Dir.

OLSON

Emilie Hitch, Super. Cultural Anthropologist
Brooke Dykema, Acct. Dir.-Interactive
Trisha Sandau, Sr. Interactive Project Mgr.
Derek Bitter, Creative Dir.
Matt Lundmark, Acct. Super.

While the competition was heavily outspending Nike Bauer with ad campaigns that put pro players on pedestals, Nike Bauer instead built a movement for itself that began with a six-week immersion into the lives of hockey players at all levels through the agency's brand anthropology group. The result: a fresh, holistic effort that connected with the brand community on a level they could relate with and established Nike Bauer as the one hockey brand that truly understands 'Why Players Play.'