Leading Manufacturer Turns Camera Towards Amateurs And Invites Players
From Around The World To Star In Latest BAUER Television Commercial
EXETER, N.H., Oct. 25, 2012 /CNW/ - Bauer Hockey, the world's leading
manufacturer of ice hockey equipment, unveiled its "OWN THE MOMENT"
brand campaign, a fully integrated global initiative that focuses on
the numerous moments in hockey that make the sport truly unique and
The campaign, which is the first Bauer Hockey campaign in more than 15
years to focus solely on the brand itself, shines a spotlight on the
on-ice and off-ice moments of hockey when teams come together and
players better themselves through dedication, hard work and
preparation. In addition to highlighting the distinctive and special
moments that make up the sport, Bauer Hockey utilized a unique approach
to launch the international campaign by focusing the creative execution
exclusively on amateur players.
"The 'OWN THE MOMENT' campaign connects to our consumers on a personal
level because those special moments in hockey are universal to players
around the world, regardless of age," said Kevin Davis, President &
CEO, Bauer Performance Sports. "At Bauer, we have been helping players
elevate their game and excel in these moments for more than 83 years.
By focusing the launch of the campaign solely on the youth players, we
have definitely struck a chord because those kids live these moments
each day and can envision themselves in each and every moment."
The fully integrated campaign features a comprehensive print media buy
as well as an in-depth digital experience, through Bauer.com and Bauer
Hockey's social media channels. The initial phase of the campaign aims
to spread the "OWN THE MOMENT" philosophy and mantra as well as drive
consumers to submit videos of their moments for a chance to be featured
in an upcoming Bauer Hockey global television commercial. The
television commercial will debut during the IIHF Ice Hockey World
Junior Championship in late December and is also scheduled to run
nationally during the 2013 NHL Winter Classic in both the United States
In addition to its focus on amateur players to launch the campaign,
Bauer Hockey plans to unveil additional creative elements in the coming
months that feature some of the game's best players including Steven
Stamkos, Alex Ovechkin, Claude Giroux, Henrik Lundqvist, Patrick Kane
and Jonathan Toews to name just a few.
"'OWN THE MOMENT' is much more than an advertising campaign, it is a
culmination of nearly two years of brand refinement and consumer
research to develop a campaign that not only connects to players of all
ages but also clearly defines what Bauer Hockey stands for as a brand,"
said Steve Jones, Director of Global Marketing and Brand Strategy,
Bauer Hockey. "This campaign is already resonating with our core
consumers as well as our top professional players and will be an
important element of our overall marketing mix for years to come."
To learn more about the "OWN THE MOMENT" campaign, visit www.bauer.com or search #OWNTHEMOMENT on Twitter. The campaign can also be accessed
via Facebook at facebook.com/Bauerhockey or on Twitter by following @BauerHockey.
ABOUT BAUER HOCKEY
Bauer Hockey is the world's most recognized designer, marketer and
manufacturer of hockey equipment. Founded in Kitchener, Ontario in
1927, Bauer Hockey developed the first skate with a blade attached to a
boot, forever changing the game of hockey. Since then, Bauer Hockey has
continued to develop the most sought after products in the industry,
including the widely successful SUPREME® and VAPOR® lines of products.
Bauer Performance Sports, a publically traded company on the Toronto
Stock Exchange, is the parent company of Bauer Hockey, Mission Roller
Hockey, Maverik Lacrosse, Cascade Sports and Inaria International. For
more information, visit Bauer Hockey's website at www.BAUER.com.
Image with caption: "Bauer Hockey's OWN THE MOMENT campaign- AD # 1 - No Goal Ever Comes Unassisted. (CNW Group/BAUER HOCKEY, INC.)". Image available at: http://photos.newswire.ca/images/download/20121025_C2111_PHOTO_EN_19726.jpg
Image with caption: "Bauer Hockey's OWN THE MOMENT campaign- AD # 2 - The Bigger You Dream, The Bigger You Play. (CNW Group/BAUER HOCKEY, INC.)". Image available at: http://photos.newswire.ca/images/download/20121025_C2111_PHOTO_EN_19727.jpg
SOURCE: BAUER HOCKEY, INC.
For further information:
Global Communications Manager
Phone: 603-430-2111 x 5908