Learning from hockey fanatics
Hockey people aren’t like the rest of us. To them, hockey isn’t a game, it’s a 24/7 obsession. And how do we know this? We started our relationship with Bauer by having ICF Olson anthropologists on the ground (ice?) in places like Russia and Canada, to literally live with players, and gain an intimate understanding of what makes them tick.
Own the moment
Born from a hockey fan’s always-on obsession, Own the Moment captures the intense, nonstop, and sometimes inexplicable passion of both young and professional players. We’ve been “always on” with Bauer for ten years, across every media platform and then some, helping them rise from a distant number four hockey brand to number one, where they stand today.
Own the Moment isn’t a slogan. It’s an immersive hockey experience—from broadcast to games to online content to product launches and website development…to Bauer’s Own the Moment retail experience.
We lifted Bauer hockey from number four to number one.
Some brand ideas last a year. Some last a lifetime.