BAUER Hockey, Inc.

Steve Jones, Director, Global Marketing & Brand Strategy
Matt Smith, VP, Global Marketing
Luke Ventura, Digital Initiatives Leader
Mindy Regii, Assistant Brand Manager

OLSON *Lead Agency

Derek Bitter, Creative Director
Matt Lundmark, Account Supervisor
Matt Nyquist, Senior Account Executive
Dave Bullen, Art Director
Noah Will, Senior Writer
Dain Larson, Designer

Bauer was sold by Nike and lost the marketing power of the Swoosh. Our challenge was to reignite players around the Bauer brand and take the ice with our first non-Nike Bauer stick. We turned to one of the most unlikely sources to help us out - a lowly, and extremely cranky, rink manager named Carl. By creating an ongoing virtual beef between Carl and the players at the core of our brand community, we sparked a movement that helped Bauer become #1 in sticks for the first time ever.