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Bauer Hockey breaks new brand campaign
Sports equipment company Bauer Hockey has begun a new international campaign called "Own The Moment." The effort, aimed primarily at amateur hockey players, illustrates the moments that make hockey a unique and special sport. According to the company, this is the first campaign in 15 years that will focus exclusively on the Bauer brand. The initiative consists of print advertising, online materials at Bauer.com and social media activities. The initial phase invites consumers to submit videos of their own hockey moments to possibly be used in an upcoming television commercial. This commercial will debut during the IIHF Ice Hockey World Junior Championship in December and will run in the US and Canada during the 2013 NHL Winter Classic. Additional creative elements will be released over several months featuring hockey players including Steven Stamkos, Alex Ovechkin, Claude Giroux, Henrik Lundqvist, Patrick Kane and Jonathan Toews. "'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 at 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."