Olsonology

So, let’s say you have the opportunity to work with one of the most revered brands in all of hockey. A brand with 80 years’ history in the sport. A company synonymous with the game itself. Hardly seems like something you’d want in the hands of a bunch of teenagers who stink-palming each other with their sweat-soaked hockey gloves. But for BAUER, it seemed like the perfect approach.

The social circle of hockey players is unlike any other. It is a brotherhood (one that includes women hockey players) that you absolutely have to earn your dues to be a part of. So, we earned our dues by living with them, all around the world. We learned what it meant to be a part of their community and how important all players—not just the pros—are in influencing each other. So, it was merely our job to get the conversation going. A simple strategy that paid off by giving kids portable, sharable content—and getting the heck out of the way.

The result? A brand that lives the game right along with the players, because it’s owned by the players. But don’t just take our word for it…

Minneapolis Star Tribune, “Ad agency from land of hockey shoots and scores with Bauer” posted January 18, 2010.

-Derek Bitter, Creative Director