Case Study - STX - Equipped to Perform

Equipped to Perform

CLIENT

STX

SERVICES

A global force to be reckoned with.

We love a good challenge. And our long-time partner STX never fails to deliver! Since 2005, we’ve helped this rapidly-growing, privately-owned company move from being a regional, niche focused manufacturer to a powerhouse brand taking on a global sports marketplace that’s ripe with well-established, publicly-traded corporations.

Mission recently melded the individual brand strategies for each of STX’s key sports into the foundation for a formidable (and first ever for STX) overarching brand campaign. Equipped to Perform positions STX to compete for national and international market and mindshare.  This broad platform allows STX to successfully launch new products and new sports lines by harnessing the strength of the global brand.

The Equipped to Perform campaign gives hope, purpose, and aspirational confidence to every player at every level. By reinforcing the brand message and distilling it down to the authenticity of STX’s signature athletes, Mission developed and executed the campaign across all earned media channels.  We utilized a content development strategy that keeps the brand connected with the target audience and facilitated a constant communication and discussion of the brand attributes.  

As a result of the increased dialogue between the brand and the consumer, traffic to STX.com has increased 75%, social enrollment has far outpaced the rest of the industry in all categories, and consumer facing grass-roots activation has translated directly into commercial transactions.  

STX has quickly, yet methodically, become a global force to be reckoned with – they command brand loyalty from their consumers and, simply put, they sell an awful lot of stuff.

STX - Equipped to Perform

The debut of the ETP campaign was a print blitz in national ice hockey publications. STX is in the midst of entering the ice hockey category where the brand had little recognition. More than a year in advance of its launch, this created a frenzy of speculation while clearly communicating to the ice hockey community what the brand stands for.

STX - Equipped to Perform

Detail of Olympic Field Hockey star Katie O'Donnell

STX - Equipped to Perform

Detail of LXM star Sam Bradman

STX - Equipped to Perform

The ETP campaign was featured on all of STX's owned digital media including the brand site, social media and retailer takeovers.

STX - Equipped to Perform

This is when things started to get crazy. The ETP Mobile Tour plotted a course across the country with stops in established and growing hotbeds of the sports. Team STX athletes held clinics, product demonstrations and autograph signings from coast to coast.

STX - Equipped to Perform

The ETP Tour microsite revealed tour stops on a staggered timeline to encourage repeat visitation. "Live from the Road" tweeting also generated significant user engagement.

STX - Equipped to Perform

With the ETP Tour page generating a ton of traffic, the creation of a contest was an obvious choice. Young athletes nationwide submitted videos explaining how they or their team was "equipped to Perform". The winner was user selected and received a personal clinic with their team STX athlete of choice.

STX - Equipped to Perform

Some of the submissions by way of Instagram.

STX - Equipped to Perform

The winner was user selected and received a personal clinic with their team STX athlete of choice.

STX - Equipped to Perform

The tour bus captured the attention of all sorts of bystanders.

STX - Equipped to Perform
STX - Equipped to Perform
STX - Equipped to Perform

The campaign imagery was used for corporate campus graphics, trade show booths and a multitude of event activations.

STX - Equipped to Perform

As the buzz about the tour and clinics increased, the turn-out at the events reached record numbers.